Prepare for a Photo-Narrative by Liz A selection of photos taken at the derelict old PBR factory in Milwaukee, Wisconsin. 
View from the distance (i actually got this photo off of wikipedia).
We drove through Milwaukee on our way to Chicago and noticed that there were a lot of abandoned and falling apart buildings everywhere we looked. We had made plans to stop for lunch here and look for a diner. Those plans were unfulfilled but we found something better... the Pabst Blue Ribbon Factory.
the welcome arch into the factory grounds.
It was kind of an amazing sight--- The architecture was just so beautiful yet it was in such a state of disrepair. Apparently PBR transferred its production to Miller headquarters starting in 1999. I don't know if this means that it is still a union-made beer or not ? I'm also not sure what the plans for this huge old factory are. Maybe they'll demolish it, maybe they'll continue to let it fall in on itself. Maybe one day it will be made into luxury lofts.
After looking on wikipedia (a great resource) I have realized that Pabst Brewing Company makes other beers too, and that PBR is just one of those. They specialize in "nostalgic" beers that have stood the test of time... Maybe this is another attempt to find authenticity through the choice of one's beer... I mean, why do all the hipsters and punks and artists think that PBR, Olympia, Old Style, Schlitz, Black Label, and Colt 45 (all made by Pabst) are "cool." I think it's part of image and identity formation--- oppositional identity formation actually. A way for people to define themselves by contrasting/opposing the mainstream, dominant culture. PBR has always been viewed as kind of the beer of the underdog, or the working class. PBR is more than a beer, it is a symbol for subcultural groups of people. But I have to admit that I like it. There is also the fact that it's cheap and an ice cold PBR can be very satisfying I have to admit.
as we drove into the factory...
the pabst smoke stack
right in the middle of the factory grounds
stirling looking cold. (milwaukee was freezing)
welcome to milwaukee
bricked in windows
interesting brick work...
2 comments:
Hi
Firstly the Pabst brewery is being proposed for redevelopment as we speak by a Wisconsin real estate company: Zilber Ltd. Also Gorman, a Madison based company that specialize in historic preservation have signed up to take over 4 acres of the legendary site (the brewery covers 21 acres of downtown's northwestern edge). they plan to develop the space into housing, offices and retail - no entertainment district - as Wispark and Co. proposed in 2005 (which was ultimately defeated).
Secondly, PBR current revival can be attributed what has beeb dubbed as Pabst's "marketing of no marketing." Ironically though, these "alternative millenials" as I like to call them, embrace PBR because its underground, hip and so uncool that it's cool, not knowing that Pabst is a virtual brewer (it doesnt have a brewery to it name) but instead PBR is produced in Miller's breweries - America's number two beer brand and a materialistic marketing giant - exactly the opposite to what Pabst supposedly is right now.
Pabst actually didn't move their brewing to Miller, (well some of it they did i.e. Old English...the trusty 40) they moved their brewing to Mexico. Many many people were lost their jobs in the city because of the move.
The old factory grounds have been in the plans of redevelopment for some time now, actually much of the city is being redeveloped and renovated. Not sure when you were out this way, but even the freeways are all torn up. Not fun!
The reason why "all the hipsters and punks and artists" drink PBR, Olympia, Old Style, Schlitz, Black Label, and Colt 45 is because it is the cheapest beer you can get...at least that is the case in Milwaukee, for some reason it is "hip" in other cities to be drinking that beer, don’t know what the case is there.
It’s a shame that the brewery is all that you saw of the city. There are so many more interesting places that you could have seen, but I understand that it was unplanned stop and that you were just passing through.
If you’re still on your tour I wish you the best of luck.
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