Pabst Brewing Company: Remember Rainier campaign

Mark Lane

Rainer beer, owned by Pabst Brewing, was a local brand in the U.S. Pacific Northwest facing declining sales.

Pabst Brewing Company: Remember Rainier campaign

Mark Lane

OVERVIEW

Rainier beer, a longtime staple in the Pacific Northwest, had, like many local beer brands in America, seen its fortunes decline substantially in the 1970s and 1980s as giant national brewers flattened smaller competitors. In the late 1990s and early 2000s, however, a new niche-marketing trend emerged in the beer industry. A number of local and national blue-collar beer brands found a new consumer base among authenticity-seeking young people. Rainier owner Pabst Brewing Company enlisted Seattle agency Cole & Weber/Red Cell to craft a 2004 campaign thus reestablishing the brand among...

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