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Pabst Brewing Company taps Brandgenuity to build lifestyle licensing program

Leading licensing agency to expand Pabst Brewing Company’s heritage brands into a variety of categories including apparel, collectibles, and food


NEW YORK, NY (November 9, 2009) – Pabst Brewing Company – the largest American-owned beer company – announced today that it has selected Brandgenuity to serve as its exclusive licensing agency. Based in New York, Brandgenuity has been charged with developing a strategic licensing program for Pabst Brewing Company’s historic trademarks.

“We are thrilled to be working with Pabst,” said Andrew Topkins, Partner at Brandgenuity. “Brands like Old Milwaukee, Schlitz, and Colt 45 and regional favorites like Lone Star (Texas), Old Style (Midwest), and Schaefer (Northeast) have been part of American history and our country’s love affair with home grown beers.”

Brandgenuity will represent a total of 75 brands in the Pabst portfolio and will seek to extend the brands and their unique flavors into badgewear (apparel and apparel accessories), collectibles, barware and food. The agency will draw on an archive of assets including logos, labels, and ads to inspire design and product development.

A tradition in the American marketplace, Pabst Brewing Company is known for its passionate crafting of traditional beer and legendary brewing processes. Pabst was also a pioneer of product innovation and marketing. In practices that are now commonplace, Pabst was the first to introduce bottled beer to preserve taste as well as being one of the first adopters of field marketing, including the use of celebrity endorsements. According to Sanjiv Gajiwala, Marketing Services Manager at Pabst Brewing Company, “Now is great time to be licensing Pabst brands. People are looking to connect back to real, authentic, heritage brands. While we’ll continue to craft great beers, we’re counting on the team at Brandgenuity to help brew up great products for our passionate fans.” Pabst is investing in and reinvigorating its flagship franchises and will be expanding specialty formulations like Primo (currently only sold in Hawaii).

About PBC

Founded in 1844, Pabst Brewing Company is one of America’s oldest and most storied brewers. From it’s first “blue ribbon” to it’s current recognition as 2007 Large Brewer of the Year by the Great American Beer Festival®, Pabst Brewing’s portfolio of national and regional brands are recognized by beer enthusiasts for their quality and respect for tradition. A privately-held company, Pabst Brewing Company is headquartered in Woodridge, IL.

About Brandgenuity LLC

Brandgenuity LLC is a leading independent trademark licensing agency based in New York. The agency was voted #1 Licensing Agency of the Year 2008 by a leading industry publication. Brandgenuity extends world-class brands into new categories to build awareness and generate incremental revenue. The agency’s clients include MGM Studios, Food Network, World Poker Tour, Cadbury Adams, Church & Dwight, and Pabst Brewing Company among others.


Rachel Humiston
Brandgenuity LLC
(212) 925-0730