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Video: Alternative Beer Goes Mainstream


As sales skyrocket, ironic Pabst Blue Ribbon ironically gets pricier.

Pabst Blue Ribbon, or PBR as it's affectionately called by loyalists, has become the de facto recession-special beer in the 20-something market. To its many drinkers, PBR is cheap, unpretentious, and well, gets the job done.

But PBR wasn't always so popular. And it was exactly its lack of popularity that marketers used to sell the brew to hip, young, alternative drinkers who detest anything too mainstream.

The marketing scheme worked. Pabst Blue Ribbon sales are up a whopping 25% this year. And now, prices for the beer are going up, making this once "cheap" beer more expensive than some "mainstream" brands like MillerCoors' (TAP) Keystone and Anheuser-Busch's (BUD) Busch and Natural brands.

So what's a hipster to do?

Join Kevin Depew as he takes a look at a few beers that remain gloriously cheap, unpretentious, and, for now, alternative.

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