Word: pabst
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Your May 26 story on Pabst's 100 millionth barrel celebration in Mettenheim, Germany, presented an interesting point of view on the value of corporate celebrations that involve the press. There is, as I'm sure you're aware, another side to the story...
...Pabst Brewing...
...Even so, Pabst had no trouble getting the press to go along with the story. In fact, 63 newsmen went all the way to Mettenheim and back on the trip. Resuit : a classic example of the big-business press junket that plys the newsmen with free food, drink, travel and entertainment in exchange for his weary-eyed presence at trumped-up events ranging from the re-enactment of the ride of Paul Revere (American Airlines) to a "bake out" in Paris (Pillsbury Mills). "Beverage of Peace." In U.S. journal ism the junket has become an institution ranking somewhere between...
Right from the start, the Pabst junket was as hopped-up as enterprising public relations men could make it. In Milwaukee, before boarding the plane, newsmen walked on a red carpet into the Pabst plant to watch Wisconsin's Governor Vernon Thomson bung the golden 100 millionth barrel of beer. "We had to delay production two months to make sure the golden barrel did not get away from us," cracked a Pabst man. At lunch the party blinked at the deadpan declaration of Pabst President Harris Perlstein: "This golden barrel is the golden symbol of peace...
...grind of pleasure never let up for the next two days. In Mettenheim for the presentation of the golden barrel, the newsmen blearily watched a maypole dance, listened to a glockenspiel band, and sipped beer. When the local burghers clapped at a speech by the U.S. consul general, one Pabst man said incredulously: "For God's sake, these people are taking us seriously...