While Pabst Blue Ribbon has been an American tradition for over a century, the beer was under-consumed throughout the 80's and 90's. The niche market for Pabst was similar to today's Budweiser drinkers. Youths ultimately preferred the once cheap German brew Heineken. Yet today, Pabst is not just a preferable drink for twenty-somethings, to us it is the drink. To enter a bar, gas station, or grocery store void of Pabst Blue Ribbon is a sin of such an extent I don't dare imagine it ever happening. Analysts have pinned the trend down to a scene from Lynch's cult film Blue Velvet(1985), where Dennis Hopper's character (antagonist Frank Booth) lays down the ultimate truth:
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