How Pabst Blue Ribbon Will Revive Its Portland Music Fest


Reviving a music competition that final rocked Portland, Ore., in 2017, Pabst Blue Ribbon beer jumps feet-first into the post-pandemic experiential wave with a two-day occasion coming this summer time that includes Billy Idol, T-Ache, Violent Femmes, Huge Thief and quite a few native favorites.

After a profitable four-year run—and enlargement to Denver, Atlanta and Philadelphia—the model retired the outside live performance, dubbed Mission Pabst, to deal with less-labor-intensive methods to hype the blue-collar cut price beer.

However the present heady surroundings for dwell occasions, together with fan and companion curiosity, helped persuade executives to convey it again. Mission Pabst will likely be a centerpiece of the model’s advertising this yr, together with promos round its one hundred and eightieth anniversary.

PBR is resurrecting Mission Pabst for a two-day run in July.Pabst Blue Ribbon

“Not a yr has passed by that there hasn’t been a dialog concerning the occasion,” PBR’s model director, Rachel Keeton, instructed ADWEEK. “It simply stored rising to the highest.”

Mission Pabst, reserved for shoppers 21 and older, will host 20 bands throughout two phases, with no overlapping set instances to keep away from “noise bleed” and FOMO (worry of lacking out), Keeton mentioned. Tickets go on sale immediately, costing $115 per day, and organizers anticipate as many as 20,000 individuals to go to Waterfront Park alongside the picturesque Willamette River July 27 and 28.

“We have been actually conscious of the charge construction as the price of every little thing, together with seeing your favourite band, simply retains going up,” Keeton mentioned. “And we’re attempting to make this occasion as welcoming as potential, serious about client ache factors.”

PBR’s floor zero

Pabst can hint its music bona fides to partnerships with the Tied Down hardcore competition in Detroit, punk label Pure Noise Data and varied artists and excursions going again many years. Throwing its personal occasion wasn’t a stretch, with Keeton noting many artists and music followers on the workers, however it was a large endeavor.

As in prior years, Mission Pabst 2024 selected an eclectic lineup of hip-hop, rock, indie and various musical acts.Pabst Blue Ribbon


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