Pabst Brewing Company unveiled a beer brand today – Captain Pabst. The flagship offering in the new brand? Seabird IPA.
The name Pabst is synonymous with a wallet-friendly lager simply known as “PBR.” 2019 was a year of innovation for Pabst Brewing, as they launched a stronger version of PBR, PBR Hard Coffee, PBR Whiskey, as well as PBR Hard Seltzer. Today, Pabst debuts Captain Pabst, a “premium craft beer brand.”
Seabird IPA is the first release in this new Pabst high-end business model, brewed with Magnum, Citra, Cascade and Mosaic hops. 16-ounce cans of Seabird are now shipping in Wisconsin and Greater Chicago area.
“We thought creating something new, based on someone who played such an integral part in pioneering brewing in this country, was a really romantic and deserving story that consumers would be interested in hearing,” says Matt Bruhn, Pabst General Manager.
Alongside the brand launch, Pabst is transforming its Milwaukee taproom, which will now be known as Captain Pabst Pilot House going forward. The grand opening for the overhauled space is slated for March 28, 2020.
It is important to note that Captain Pabst entirely new beer family brand from Pabst Brewing Company, a separate brand from Pabst Blue Ribbon, all owned by Eugene Kashper and TSG Consumer Partners.