seems to have some marketing muscle behind it:
And Pabst is not family-owned but instead held by a charitable trust, which recently put it up for sale. In 1985, Pabst was bought by Paul Kalmanovitz, who also snatched up other semi-defunct brands such as Lone Star and Olympia. When Kalmanovitz died in 1987, he left Pabst to a charitable trust in his name. But as charities aren't supposed to own for-profit companies, the IRS has given the foundation until 2010 to sell off the business.
With Pabst on the market, one potential offer has emerged with a gimmick as quirky as PBR itself. In what he says started out as a joke, Michael Migliozzi -- managing partner of advertising agency Forza Migliozzi -- is attempting to crowdsource the purchase of Pabst by creating buyabeercompany.com, a joint venture with ad agency the Ad Store.
http://money.cnn.com/2009/12/10/news/companies/pbr_pabst_blue_ribbon.fortune/index.htm?cnn=yes