In 2017, Pabst Blue Ribbon (PBR), a mainstay of easy-drinking American lagers since 1890, released a 99-can pack of beer as a Canada exclusive. The novelty case of beer proved a big hit among Canucks, and this year the 99 Family Pack is coming home and will be available while supplies last in 15 states.
Leave the subcompact hybrid at home and bring a friend, as the assorted case of 99 cans of Pabst Blue Ribbon Original, Easy, and Extra is 7-feet long and weighs about 80 pounds. Of course, the absurd packaging is part of the novelty and is social media ready, something privileged hipsters co-opting a workingman’s beer care about secretly, unironically.
With the size delivering such a visual impact, the case’s design is straightforward, with images of cans, the signature blue ribbon, red stripes, and white background, with “99 CANS” boldly displayed, as if there were any doubt.
