PBR wants your help finding $70k of stolen beer

 

Pabst Blue Ribbon is using a recent beer heist to tap into the zeitgeist. This week, the lager-maker spun a theft of its cargo into a marketing campaign, offering up to $20,000 as a reward for information that helps track down a frat house’s worth of beer that got snatched last month.

ICYMI: In two back-to-back swipes, brewski thieves stole more than 1,500 cases of Pabst Blue Ribbon and non-alcoholic Old Milwaukee beer—snagging a total of approximately 34,000 cans, worth ~$70,000—from a Southern California warehouse. One shipment of beer vanished en route to Arizona, while another was picked up by a group that forged documents to pose as a subcontracting company, according to local police.

“Kudos to them, perhaps. I’m sure they look cool with a garage full of PBR,” Pabst CEO Greig DeBow said in a TikTok post announcing the bounty and asking the thieves to return the beer. Pabst has posted several times since getting its cans pilfered to lightheartedly ask the public to keep its eyes peeled for a “missing truck.”

Getting robbed is the hot new marketing campaign: PBR is following in the footsteps of KitKat, which similarly capitalized with social media posts and even a “Stolen KitKat Tracker” after thieves snagged 400,000+ candy bars earlier this year. The campaign earned a Cannes Lions trophy this summer.—ML

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