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When Pabst Blue Ribbon says 'Hold My Beer,' You're Going To Need A Pickup Truck

by Rudy Sanchez on 06/30/2021 | 2 Minute Read

Though not always for the best, Americans are a bombastic bunch. We don’t like to half-ass things—we whole-ass it. Send a pleasant email announcing the gender of an expecting baby? No, we need something to go boom. American sports teams are declared “world champions” without ever playing another team abroad. Despite ranking below average in math skills globally, we insist on using weird units of measurements like ounces and feet. “Go big or go home” is a common refrain across the fruited plains, and Pabst Blue Ribbon is living up to the phrase this Fourth with the biggest case of PBR ever.

Editorial photograph

Aptly named “The 1776 Pack” and developed with agency 72andSunny LA, the ginormous case consists of 1,776 cans of beer. For those that took math in the US, that’s 74 regular cases’ worth PBR cans, or the date 7/4, which, in America, is July 4th, or Independence Day.

“We figured the best way to honor the year America claimed its independence was to make a box that held that many beers—1,776. It’s the least we could do. I mean beyond making our beer can red, and white, and blue. Actually, 1,776 is the most we could do because 1,777 seemed excessive,” said Nick Reely, VP Marketing, Pabst Blue Ribbon, in a press release.

Editorial photograph

PBR is giving away the cases to Texas-based Igloo, skateboard podcast The Nine Club, Michigan’s Hot Mulligan, and comedian Ali Macofsky, though the brewer says it’s working on something even bigger than the 1,776 pack, according to Adweek.

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