PBR FC

PBRstreefighterThere’s a Key Food supermarket across the street from my building here in New York City. But I avoid buying perishables there because they tend to get things, well, let’s just say a little bit later than other supermarkets.

That goes for beer, too. For example, in the spring they’ll have an assortment of holiday ales on sale. And in the summer, you can find some nice Maibocks. Summer ales in the fall. Oktoberfests in the dead of winter. That sort of thing, always pushing the “sell by” date.

So I wasn’t too surprised to spot this Pabst Blue Ribbon World Cup promotion appearing nearly a full month after the tournament ended. In fact, I was more surprised to see PBR rocking a soccer promotion. It is, after all, a classic working man’s beer, the malted equivalent of slapping a teammate on the ass, a gesture that is disturbingly common in sports like baseball and American football but not in the more masculine world of soccer.

Which left me wondering, if this quintessential blue-collar brew is celebrating soccer, has the sport finally “arrived” here in America? Or has the brand simply caved to the hipster craze, which seems to celebrate everything from retro “crafts” to “foreign” sports?

Either way, it brought a smile to my face. And a 12-pack to my fridge for only $9.99. I chilled it estupidamente gelada, ridiculously cold, like they do down in Brazil – so cold that I could barely taste the stuff.

And looking at their in-store display, I’m not sure what I like better: the bicycle kick with beer in hand illustration or the texting GOOOOAL offer. And I wonder how long they spent deciding how many O’s to include in GOOOOAL? And how much the promo agency billed Pabst for the hours they spent debating that decision?