Pabst Brewing, which has 30 beers including Old Style, Schlitz and Lone Star in its lineup, hopes to make a splash by reviving Ballantine India Pale Ale at a time when flagship Pabst Blue Ribbon, or PBR, has been adopted by hipsters as cheap, cool and nostalgic, according to USA Today.
First brewed in 1878 at Ballantine Brewing Co., in Newark, N.J., the originally hoppy beer was phased out in the 1970s, though a watered-down version remained until the mid-1990s.
"We are hoping that the current (Pabst Blue Ribbon) consumers will embrace the Ballantine IPA," said Pabst master brewer Greg Deuhs.
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