Pabst Brewing Company, founded in Milwaukee in 1844 by German-born beermaker Jacob Best, Sr., is celebrating its 180th anniversary by releasing a 180-pack of Pabst Blue Ribbon. This special edition pack, containing 2,160 ounces of beer (just under 17 gallons), marks a significant milestone for the iconic brand.
Frederick Pabst, a steamship captain, bought into the business in the mid-1860s and eventually took over the company, which was renamed Pabst Brewing Company in 1889. To honor its long history, the brewery has produced 2,500 of these massive 180-packs, which went on sale earlier this week.
“This limited 180-pack is a way for us to celebrate a significant milestone in Pabst history — our 180th anniversary,” said Rachel Keeton, Pabst Brewing’s marketing director. “Our fans get really excited about these large promo packs, so we always try to bring something exciting or new to market.”
The packaging features illustrations of the brand’s highlights and icons, including its superhero-like mascot Cool Blue, Frederick Pabst himself, and a nod to the cheese it produced during Prohibition. In the 1920s, Pabst made Pabst-ett cheddar cheese, which was marketed as a nutritious food suitable for everyone, including those in delicate health.
This isn’t Pabst’s first foray into oversized beer packs. In 2019, it launched a 99-pack of PBR, which sold out quickly in 15 states. Two years later, it introduced a 1,776-can pack to commemorate America’s founding, distributed to select partners. In 2022, Pabst released an 1,844-pack in honor of its own anniversary, with 250 cases priced at $849.99 each.
Compared to these previous promotions, the 180-pack seems almost modest, yet it remains an exciting and unique way to celebrate the brewery’s storied history.
