Usually found smoking European cigarettes and/or cloves, hipsters are known for their despise of anything "mainstream" and their fondness for irony. They listen to bands that no one has ever heard of and start fashion trends that are cool because of their "uncoolness", e.g., trucker hats or vintage plaid shirts.

This is where Pabst Blue Ribbon comes in.

"It's an anti-establishment badge," said a major market wholesaler. "It seems to play to the retro, nonconformist crowd pretty well."

****

Its almost like a slap in the face to so called 'hipsters', but interesting.