Iconic US beer brand Pabst Blue Ribbon beer is being rolled out by C&C Group across the UK and Ireland this August.
The 4.6% ABV brew, which “sits comfortably beside both craft and conventional lagers in bar”, was founded in 1844 and is owned and produced by the largest independent brewery in the US.
C&C Group has been appointed as the exclusive distributor of PBR in the UK and Ireland as part of a wider distribution agreement with Pabst Brewing Company. Distribution will begin with draught (30L kegs) and can (355ml / 12oz) format, followed by glass bottles (355ml / 12oz).
There are also plans to re-introduce Schlitz, a Pabst-owned brand, in 355ml / 12oz glass bottles (also available from August).
The move builds on the previous successful launches by C&C Group of Menabrea, the Italian lager from Italy’s oldest brewery in Piedmont, and Heverlee, a premium Belgian beer brewed in association with the Abbey of Premontre in Leuven.