AMERICAN lager brand Pabst Blue Ribbon (PBR) is being rolled out across the UK and Ireland by C&C Group this month.



As part of a wider distribution agreement with Pabst Brewing Company, C&C Group, parent company of Tennent’s and Magners, has been appointed as the exclusive distributor of PBR in the markets.

Pitched as sitting “comfortably beside both craft and conventional lagers” in pubs and bars, the 4.6% ABV beer was first brewed in Milwaukee in 1844.

Distribution will begin with draught 30-litre kegs and 355ml cans, as well as 355ml glass bottles.

Paul Condron, marketing director of C&C Group, said: “Bringing a taste of the States to the UK & Ireland is exciting, particularly when it’s a brand that is so iconic and individualistic.”