Originally published on Torontoist on January 3, 2012.
Mail and Empire, November 2, 1911.
While we doubt that Toronto’s cultural elite emptied bottles of PBR at their private clubs a century ago, we sense the local importer had a good feel for who this brew could be marketed to: germaphobes and health purists. The claims of cleanliness also make us wonder how lax local brewers were toward sanitizing their facilities, or if there was a subtle implication that Lake Michigan water was purer than Lake Ontario.
Despite advertisements such as this one, Pabst, along with fellow American brewers like Anheuser-Busch, failed to gain a toehold in the Toronto market during the early 20th century. Few drinkers appear to have switched over from local producers like Dominion or O’Keefe’s.
An odd fact we discovered while researching this piece: during Prohibition in the United States, Pabst survived by manufacturing cheese. Their most popular product was Pabst-ett, a processed product that was too similar to Velveeta for Kraft’s liking. Result: Kraft sued and won, which led the cheese giant to produce Pabst-ett under license for a while and then, once Prohibition was over, to acquire the product outright. Which leads us to wonder: what if the marketing gurus at PBR bought back the rights to the name and marketed Pabst-ett as a hipster snack (playing on the humour of its low dairy content) to be enjoyed while tossing back a can or pitcher?