Beer Brand Apologises After Telling Dry January Participants To 'Eat A**'

A US beer brand has apologised after it tweeted to say Dry January participants should ‘eat a**’. A bold marketing strategy if ever I saw one. 

As ever, after over indulging over Christmas and New Year many people are turning to Dry January to give themselves - and their bank accounts - a bit of a break from boozing. 

Naturally, Dry January isn’t a popular trend for breweries and while some have opted to create alcohol-free versions of their beers, Pabst Blue Ribbon decided to go a very different way and sent out a NSFW tweet to all their followers. 

In a now deleted tweet, Pabst Blue Ribbon wrote: “Not drinking this January? Try eating a**.”

And that wasn’t the only rogue tweet the account sent that day - when a follower asked what the difference between PBR and a** was, the account replied: “Ask your mom” followed by: “And dad.”

Twitter users were left reeling after spotting the X-rated tweet, with one person commenting: “Whoever is running Pabst Blue Ribbon's account should probably give up drinking, especially on Monday mornings.”

Another said: “Pabst Blue Ribbon has an aggressive, new social media campaign for the new year. Or a disgruntled employee who still has their password.”

While a third person added: “Somebody was drunk tweeting from @PabstBlueRibbon account this morning. They’ve since deleted it, but not before I got a screenshot of this beauty of a thread.”

Someone else joked: “Lost my job running the Pabst Blue Ribbon twitter acct today.”

Shortly after it went viral, the tweet was swiftly deleted and following the social media backlash, the beer brand has since apologised for the tweet, saying it showed ‘poor judgement’. 

In a statement to Ad Age, the Vice President of marketing for Pabst Blue Ribbon said: “We apologise about the language and content of our recent tweets… the tweets in question were written in poor judgement by one of our associates… In no way does the content of these tweets reflect the values of Pabst and our Associates. 

“We’re handling the matter internally and have removed the tweets from our social platforms.”