In 2010, Billionaire investor C. Dean Metropoulos along with his two sons, Evan Metropoulos and Daren Metropoulos, bought the Pabst Brewing Company. The two brothers currently run the company that owns the distribution rights to Natty Boh. If fact, they own the distribution rights to close to 50 brands of beer, but only around 24 are currently produced. A few big national brands seem to dominate the scene these days. A few decades ago that wasn’t the case. Names like Schlitz, Stroh’s, Schaefer, Falstaff and Pabst Blue Ribbon were all top-ten brands. Today, Pabst Brewing owns the distribution rights for all of these brands. The big challenge for Daren Metropoulos and brother EvanMetropoulos is how to best revitalize these and other small, regional brands.
Now Daren Metropoulos, along with Evan and the management board of Metropoulos & Company, intend to revise and update several of Pabst Brewing Company’s labels.
Their first effort in this direction was in re-creating the iconic brand of beer, Colt 45. Re-naming it Blast by Colt 45, this new brew is fruity malt with 12% alcohol per volume. Made from a mixture of 5 fruits, the brothers have expanded their marketing mix to include women. (The original Colt 45 had mostly targeted African American, urbanite men). Now that Evan Metropoulos has helped convince legendary rapper Snoop Dogg to be the new spokesperson for Blast by Colt 45, it’s clear that this is the brew for a new generation.
The Metropoulos brothers are eager to update other labels in PBC’s stable of brews. But don’t worry. Evan Metropoulos is sensitive to the cult status that PBC has enjoyed in the United States for so long and is honored to be a part of such an iconic company. He will not, therefore, make any changes that are not in the best interests of the loyal fans. Evan Metropoulos says the renegotiation of the contract to continue selling Old Style beer is testament to that.