Seems you can’t swing a shovel these days without hitting a hipster planting his own fruit and veg, and/or tattooing images of them on his butt. Growing your own is hot, and hot work calls for a refreshing beverage. And no one knows this better than the mad men pushing Pabst Blue Ribbon beer. Their swift seduction of today’s irony-loving urban hipster is, it turns out, in keeping with campaigns past.

This 1943 PBR ad piggybacks on the government-funded, wartime pro-grow propaganda effort to target the pipe-smoking, cardigan-cape-wearing dandies of the day. After hoeing weeds in their starched and ironed shirts, this cast from a John Cheever novel is pleasantly surprised to meet their neighbors and crack open a “symbol of friendly companionship.” Because after all, “there is no finer beer in all the world than a Pabst Blue Ribbon,” which “actually combines no less than 33 master brews into one magnificent beer.”

Grist relies on the support of generous readers like you. Donate today to keep our climate news free. All donations matched!

Vintage Pabst adClick image for larger version
(Hat-tip to Daniel Bowman Simon, the gardening advocate who campaigned for the White House kitchen garden, for sending.)

Grist thanks its sponsors. Become one.