newsweek:

“In effect,” the article linked here explains, “the Metropoulos family proposes a major shift in marketing.” That plan (as of June 2011): Moving PBR HQ to Los Angeles to tie its wagon to the slow, celebrity death march that hobbles up and down Hollywood Boulevard, with a hope to “bring glamour and celebrity sponsorships to such Pabst brands as Old Milwaukee and Schlitz.” OK, now, everybody drinks for seeing the words “glamour” and “Schlitz” in the same sentence. 

Related: Is Budweiser the new Pabst?

Moving PBR to LA….and break the Old Style/ Cubs relationship?  When my brother owned his bar, he would have his biggest night of the week when all the bike delivery guys from campus came in.  They would take up two tables and only drink PBR.  They would stack their empties into a giant pyramid and only leave when it came crashing to the floor.  Other customers would come in that night, because the group and scene was so fun.  Every bar in town had a PBR special night for them and other loyalist.  These guys don’t need celebrity endorsements…they have brand loyalty that is deeper.  Watch it crash to the floor.