Who would think we can gain a message about international investment trends from Pabst Blue Ribbon beer? We can.
Gary Scott Works with Major International Banks for Spotting Trends
The unlikely resurgence of Past Blue Ribbon beer was recently featured in an AP article by Jonathan Drew and points out how a few young consumers in Portland Oregon started the trend at Lutz Tavern when this local hot spot added PBR in 1999 to replace a discontinued regional brew.
Conditions for this international investment were just right. The 160 year old brand is described as nostalgic and kinda hokey, plus is one of the inexpensive brands, a good thing in 1999 after the 1998 stock market crash. This seed of opportunity was fertilized by college students rebelling against the establishment including established name brand beer and by women who find most major brand beer advertising gender demeaning.
The surge began with the trend setters, punk rockers, people into Bluegrass, kayakers and mountain bikers.
Then the early adaptors
caught the PBR fever and it spread first to San Francisco,
then Seattle and finally across the nation. Sales rose 5%
in 2002 and 15% in 2003. Read the book the Tipping Point
and see where you think sales of PBR will go in 2004 and
2005. Chances are there will be phenomenal growth of this
brand for these years. You can learn more about the Tipping
Point at GaryScott.com/articles/74
Until next message, good investing!
Scott conducts International Investing Courses. For details go to GaryScott.com/catalog