Being a hipster must be exhausting. You must ride the ever-changing line between geek and cool, unkempt and fashionable, organic and high-tech. What was hiply-ironic last year may no longer cut it with the goodwill-blazer-with-an-iPhone 4G-in-the-pocket crowd this year.
Take beer for example. For a while now, the go-to brand for hipsters far and wide has been Pabst Blue Ribbon. It’s a beer that goes well with perfectly un-manicured facial hair and multiple layers of tight-fitting plaid. But that might soon be changing. Hipsters be warned!
Sensing an opportunity to be a profitable punchline of sorts, Drinks Americas has relaunched the Rheingold brand of beer, hoping its retro coolness will make it the new go-to working-man’s beer for folks who want to show everyone they don’t care what others think. Even if they really, really do.
Rheingold might prove irresistible to hipsters because of it’s irony-laden history. Before it disappeared from the market in 1976, Rheingold was headquartered in the Bushwick section of Brooklyn. Yes the Brooklyn that houses more hipsters per capita than any other overpriced urban center in America.
The beer has retro-pop-culture cred as well, having been seen in the Godfather, The Soprano’s flashbacks, and as Don Draper’s lawnmower beer in AMC’s Mad Men.
It was also the official beer of the ever-struggling Mets, the obviously ironic choice for hip New York City baseball fans. Add in the legendary Miss Rheingold pageant, where beer drinkers would choose which pretty face would represent the beer that year (I can already see the hipster-girl Halloween costumes), and it becomes almost irresistible.
Although it’s been brewed on and off as a licensed property since the original Rheingold folded, this latest effort by Drinks Americas (who markets other meme-leveraging beverages like Trump Vodka, Dr. Dre Cognac and Kid Rock American Badass Beer) represents the first real national push for the reborn brand. The beer is being brewed at the Lion Brewery in Wilkes Barre, PA and is being distributed in (you guessed it) cans.
So far you can find Rheingold in New York, New Jersey, Connecticut, Pennsylvania and Ohio. The rest of you are just going to have to hold your skinny jeans on and wait.