Pabst are lucky to have their market tell them how they want their beer - cool and cult. Now Pabst, gaining fame for being unfamous, needs to hone this carefully with a proper strategy that plays on their Cult status - as you point out, making it into the Times is announcing the end of their "no publicity" reign.

If they play their cards right, stay humble with any advertising/publicity or other form of marketing and speak only in the areas where their already Cult-consumers are, they may just be able to pull this off.

I too loved Pabst when I was in College, 2 dollars for a six-pack in my day!

I've been wearing a pabst blue ribbon bowling shirt since I bought it in 1989, as often as possible. I think they should pay me for elevating their brand to hipsetrness. ;)

for the humor-impaired, I'm kidding about the payment thing. The shirt bit is true though. (can ya tell I'm getting strange emails lately?)