Pabst Returns to Milwaukee, Opens Microbrewery

MILWAUKEE – Pabst, that icon of Milwaukee, is returning to its former home. The company will open a microbrewery and testing center at the old Pabst brewery in Milwaukee.

Pictured here is a part of the Pabst revival in the city including the famous Pabst sign and the Brewhouse Suites hotel.

The move, which is the cause of great civic celebration, should be a wake up to other brands that have disconnected from their historic community roots. The reality is that while pricing is an important part of a product, to base every business decision on pure cost is a recipe for turning your brand into a commodity. Thus, the disaster PR move of having to buy Oreos made in Mexico, or frustration with the move of Johnnie Walker Scotch from Kilmarnock.

These brands need to take a hint from fashion brands. You keep your boutique in Paris and New York, where rents are high, and sell a couture line. Then the cheaper mass versions can be made elsewhere, and people don’t get worked up.

Pabst is the perfect brand to have brought back. See my post from March 2011 on what makes a suitable brand revival candidate entitled What makes a brand suitable for revival?

Below, a video from WTVJ on the announcement. It includes images of the place and interview with Eugene Kashper, Pabst’s energetic and visionary CEO.

Author

Garland Pollard

J. Garland Pollard IV is editor/publisher of BrandlandUSA. Since 2006, the website BrandlandUSA.com has chronicled the history and business of America’s great brands.

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