Pabst has decided to revive a more than 30-year old formula of Schlitz. The new-old product is packaged in bottles and promoted with a heavily nostalgic, "those were the good old days" message to Baby Boomers. (Yeah, we're going to be seeing a lot of this over the next 20 or so years, so get used to it.) Some of the adverts attempt to appeal to the Boomers at the expense of the Millennials, the electronic age, and contemporary urban life.
This is a little different then the revival of PBR. I'm not sure about the formula, but whatever version of Pabst is in those classic red/white/blue cans, tall boys, and bottles appeals nicely to the Millennials (chronologically we have: Baby Boomers, born approx 1946 to 1964 - Generation X, born approx 1964 to 1980 - Millennials, born approx 1980 to 2004). I freely admit that I drink PBR. I mean, not all the time, but I do like it when times are tight and the beer fund is running low.
Anyway, will this attempt at retro appeal work? I'm dubious of any marketing that is pointedly negative toward one demographic as a means of accessing a different one. The Millennials are the kids of the younger Boomers, after all. Scoffing at the fact that their kids instant message and know what "metrosexual" means may not motivate them to choose Schlitz. On the flip side, this could possibly be the reason PBR appeals to the 20-something set. It's the beer their mom and dad drank. Well, that and it's cheap.
We've been shopping for a 6er of the new-old Schlitz but have yet to come across any in Chicago. If and when we do, we'll do a taste test and report about it here.
Either way, Pabst should have gotten a Millennial to do the Schlitz website. The graphics don't work properly.