In the 1890s, Pabst Blue Ribbon (then Pabst Select) was the best selling beer in the country. But 100 years later PBR was mostly left in the hands of a few fat guys in Wisconsin. Around 2000 a Portland sales rep noticed that “alternative people” had embraced the dwindling brand. Hip kids in Portland and other Bohemian centers like Brooklyn needed a drink to pair with their various badges of faux working class authenticity, or something. Marketers vehemently dissected the “hipster” and concluded that this scraggly-bearded demographic responded to anti-consumerism, not football bro-downs in the snow; the illusion of no marketing was the best marketing of all. They’d figured it out! PBR’s return has also been partially credited to David Lynch’s enduring indie cred: in Blue Velvet Dennis Hopper proudly opts for a PBR over the presumably snooty import Heineken. In the 80s Heineken was snooty.