Pabst Blue Ribbon received criticism on Jan. 3, 2022, for its tweets about “Dry January” which were seen as heartless and improper. Even though Pabst Blue Ribbon deleted its series of butt-centric tweets and replies.
Pabst Blue Ribbon Apologizes and Deletes Weird Tweet about Dry January:
Three days into the new year, we already have our first brand mea culpa of 2022. Pabst Brewing Company apologized today for a string of wild tweets and replies taking aim at the annual Dry January nondrinker movement.
While many would-be drinkers are starting off “Dry January” with something alcohol-free, Pabst Blue Ribbon is ringing in the new year with an apology.
The fuss started early this morning with the beer brand’s official Twitter page an initial tweet on Pabst Blue Ribbon’s verified account.
Earlier today, the beer brand’s official Twitter account posted a series of questionable tweets criticizing the month designated for abstaining from alcohol, said:
“Not drinking this January? Try eating A$$!”
The tweet went viral, as users expressed their shock the official brand would use such unrefined language to discuss those trying to cut back their alcohol intake in the New Year.
The official Twitter account posted a series of questionable tweets criticizing the month designated for abstaining from alcohol.
Another tweet pointed to a marketing program called
announced with a tacky testosterone-fueled piece of artwork featuring dolphins and a jet ski, as PBR’s apparent counterpoint to Dry January.
Within a few hours, the tweets were deleted, along with replies that continued the coarse commentary.
Pushing boundaries and polarizing fans:
The Twitterverse responded quickly, with many of Pabst’s fans celebrating the edgy approach while others criticised the brand for poor taste.
Some felt it was a tone-deaf attack on the New Year’s sobriety trend that has become increasingly popular in the U.S.
One user took the opportunity to make fun of the beer company, writing,
“PBR or A$$? What’s the difference?”
The brand replied,
“Ask your mom.”
and in the next Tweet, PBR replied,
As Twitter users shared Pabst’s polarizing tweet, the brand responded to many of them, though the replies such as the one below were eventually deleted as well.
Pabst Blue Ribbon’s “Wet January” campaign began on Jan. 1 when it wrote “what if January wasn’t dry” along with a photo of beer-carrying people in rain jackets.
The next day, PBR tweeted again,
“Most months have 30 days. Some have less. Only one month has 31 days. Wet January.”
What is Dry January:
Dry January dates back to a decade ago when in 2012 the British charity Alcohol Change UK came up with the idea to challenge people to avoid alcohol for the entire month after the holiday season.
In 2013, the organization launched its first Dry January campaign starring British journalists Alastair Campbell and Peter Osborne.
Although just 5,000 people participated the first year, the organization says 130,000 signed up to go dry last year.
Major brands including Budweiser, Heineken and Brooklyn Brewing have been increasingly releasing alcohol-free options.
PBR even released its own 0% beer back in 2019 on the company’s 175th anniversary. Meanwhile, a newer brewer, Athletic Brewing, has gained quick traction with its entire lineup of non-alcoholic beers.
When someone on Twitter asked the company what the tweet against “Dry January” was about, it said, “it’s about A$$ and eating it.”
Pabst Blue Ribbon Apologizes For Inappropriate ‘Dry January’ Tweets:
While PBR’s Twitter account didn’t publicly address the inappropriate posts, they were deleted by Monday afternoon.
Boundary-pushing is nothing new for Pabst Blue Ribbon’s social media voice, though this is the first time the marketing team has walked itself back.
When asked for comment, the company wouldn’t elaborate on its social media strategy or the “Wet January” campaign.
However, Nick Reely, Pabst Blue Ribbon’s vice president of marketing, said
“We apologize for the language and content of our recent tweets.”
“The tweets in question were written in poor judgment by one of our associates.”
He also said,
“In no way does the content of these tweets reflect the values of Pabst and our associates. We’re handling the matter internally and have removed the tweets from our social platforms.”
The brand frequently aligns itself with rats on Instagram and even gave out its own “Ratty Awards” at the end of 2021.
The brand, which dates back to 1844, has worked in the recent past with Los Angeles-based 72andSunny and has made noise with stunts like its 1,776-pack of beers for the Fourth of July.
PBR also has excelled at product creation and elegant marketing, enlisting a number of content creators to help promote its Pabst Hard Coffee and licensing its name to Pabst Labs for a line of THC-infused drinks.
PBR did not respond to a request for comment.
Since this morning, PBR’s Twitter hasn’t posted anything other than the word “Beer” and retweet a 2012 tweet that says “Pabst truck full of bees.”
Twitter Users Responds to PBR Tweet:
Twitter users quickly memes the tweet, making fun of the thought process behind the social media campaign gone wrong.
While many Twitter users were quick to comment and create related memes of their own, at least one non-beer brand also weighed in:
Slim Jim’s official account replied this morning to PBR’s now-deleted tweet, writing that “Legal must have off until the 4th.”