Russian-owned Oasis Beverages announced Thursday it will purchase the American brand hipsters love and their parents love to hate: the 170-year-old Pabst Brewing Co. Americans immediately took to Twitter to express their outrage in 140 characters or less using the hashtag #PBR.
“Pabst Blue Ribbon is the quintessential American brand – it represents individualism, egalitarianism and freedom of expression – all the things that make this country great,” Oasis Beverages owner Eugene Kashper said in a statement Thursday. “The opportunity to work with the company’s treasure trove of iconic brands, some of which I started my career selling, is a dream come true.”
The company, which owns famous brands like PBR, Lone Star, Colt 45, Schlitz, Stroh, Schmidt, Schaefer, Olympia and Old Milwaukee, sold for a reported $700 million. It makes up 3 percent of America’s beer market, according to the Associated Press.
Many of the tweets were from Americans expressing their grief over losing an iconic American brand. Some Twitter users claimed they would no longer purchase the beer. Some even went as far as claiming drinking PBR would now mean a person supports communism.
Regardless of their outrage, the deal will most likely pass. Russia has learned the lesson every faux hipster knows: If you can’t be authentically hip, you can buy it.
Below are some of the humorous PBR-inspired Twitter grievances.
Russia owns PBR now... this is not the America I grew up in. This is not the America I was promised.
— Matt C. (@BacchusThe2nd) September 19, 2014
The Russians are buying PBR. What is the socially conscious hipster to do? Maybe it really is miller time. highlife tho
— foreverflexing (@foreverflexing) September 19, 2014
Thank you America for PBR
— austin eber (@EberDaBeaner) September 19, 2014
Not being able to rock American flag gear while drinking a PBR is potentially the worst news ever. http://t.co/AMwRnE31Pj
— Heisenberg (@Mon_IOweYou_Dis) September 19, 2014