PBR says it’s the “first beer to dream up the idea of giving away a big-rig”

Pabst Blue Ribbon is working to fix up and give away an old school Kenworth as part of its campaign promoting Pabst Light. 

In a Press Release published on August 11th, PBR says that its Pabst Light beer will “take ownership of a big-rig semi-truck, which will be fixed up by the explosively popular DIY automotive crew, BigTime, in time for a fall delivery to one lucky winner.”

The 1969 Kenworth 925 will soon be the center of the PBR advertising campaign, and a multi part YouTube Series on the BigTime channel. The series will be posted to the channel throughout August and September. 

“You could call this a ploy for attention, sure, but we’re only doing it because Pabst Light is THAT good. There’s nothing light about the flavor, which is why we found the heaviest thing we could give away (legally),” said Hannah Barnett, Brand Director – Pabst Brewing Company.

“Car giveaways are pretty boring these days. Nobody ACTUALLY wants a GT3RS or a Supra or some foreign supercar. What they REALLY want is a 60-year-old semi truck with an air horn!” says Jeremiah Burton, Co-Founder – BigTime. “We’ve never done a giveaway before so we thought, why not partner with Pabst Light and have it be a one of a kind, custom built Kenworth. It’s a BigTime truck for a BigTime winner.”

“With a look that stands apart from the mainstream and the bold energy behind the Blue Ribbon badge, it’s little surprise that Pabst Light is the first beer to dream up the idea of giving away a big-rig. Who else but Pabst could get away with a giveaway this absurd?” the Press Release Reads. 

The giveaway will also include collaborative merch between Pabst Light and BigTime. Those looking to win must sign up for the giveaway here.