I’m excited to announce that I’m writing an e-book and it will be available as a free download. The book will document my experience as the Pabst Blue Ribbon Brand Manager/Director. Here’s a synopsis:
In 2000, I up and moved to Austin, TX looking for a new career path. I didn’t have a job or any money, so I was forced to live off a credit card until I found a gig. I finally caught a break when the San Antonio-based Pabst Brewing Company had an opening for a Divisional Marketing Manager. With my credit card maxed out and down to my last chance before I would have to swallow my pride and move back home, I caught a break and got the job.
Over the next 5 1/2 years I had the experience of a lifetime. Shortly after being hired at Pabst, I was assigned the responsibility of managing the company’s flagship brand, Pabst Blue Ribbon. Although PBR was one the country’s best-selling beer brands back in the 70′s, it had hit hard times in the 90′s and lost 90% of its volume from 1978 – 2001.
In the early 2000′s the brand was primed for a comeback. Young adult consumers in the Northwest who hated the mass-marketing of the big brewers started to adopt and take ownership of the brand. The brand was on fire in Portland, OR and Seattle, but how could we replicate this success when the thing that consumers liked about the brand was that we didn’t market the brand.
From 2001 – 2008, PBR doubled its volume and has reached almost ubiquitous status in urban markets around the country. This book will dissect approximately 20 amazing things that helped Pabst Blue Ribbon make an epic comeback and help readers better understand the power of consumer influencers.
I need your help on one important piece of this project: I need a name for the book. Please let me know if you have any ideas by leaving a comment. If you’re more of an email kind of person, feel free to send it to me at nealdstewart (at) yahoo (dot) com. If I choose your suggestion, I’ll send you a cool piece of breweriana.
I’m hoping to have the book finished by the end of February.