It’s been a busy 12 months for Pabst Brewing Co. Since the end of December 2018, the company has launched or announced no fewer than six new products within the Pabst Brew Ribbon (PBR) family. Now, Pabst Brewing Co. is unveiling an entirely new craft beer brand, complete with a flagship IPA.
On Wednesday, Pabst announced the launch of Captain Pabst, a nautical-themed craft beer label that’s completely separate from PBR. Captain Pabst’s flagship offering, Seabird IPA, is a 4.5 percent ABV session beer, brewed with Magnum, Citra, Cascade, and Mosaic hops. It will be sold exclusively in Illinois and Wisconsin.
As part of the launch, Pabst is also transforming its Milwaulkee taproom and rebranding it as Captain Pabst’s Pilot House.
Captain Pabst’s nautical theme is by no means arbitrary. The line pays homage to the company’s namesake, Frederick Pabst, a 19th-century ship captain who ditched sailing for brewing after he married the daughter of a Milwaukee brewer. “Seabird” was the name of the last ship he captained.
“We thought creating something new, based on someone who played such an integral part in pioneering brewing in this country, was a really romantic and deserving story that consumers would be interested in hearing,” Pabst’s general manager Matt Bruhn said in a press release.