(Courtesu Pabst Blie Ribbon/Callen)

As we head into Easter weekend, it’s the perfect time to look back at a legendary holiday promotion—when Pabst Blue Ribbon updated the classic Easter egg hunt in an appropriately beery way.

And there’s little doubt this was a truly Great Moment in Brewing.

On Saturday, April 16, 2022, Pabst Blue Ribbon staged an Easter “keg” hunt across four major American cities—Philadelphia, Milwaukee, Tampa Bay, and Portland—and that thing was on.

Working in partnership with creative lab Callen, PBR celebrated Easter by hiding pastel-painted kegs (playfully dubbed “Easter Keggs”) in each city, waiting to be discovered by whichever lucky (and over-21) resident could track one down.

“Even though PBR is a classic brand, we love making non-traditional work that puts an off-center spin on things,” Nick Reely, VP of marketing at the brewer, said at the time.

And this wasn’t some casual stroll through the park.

According to Pabst Blue Ribbon, this was a serious hunt. The decorated kegs were carefully tucked away in hidden, undisclosed locations—and they weren’t going to be easy to find.

(Courtesy Pabst Blue Ribbon/Callen)

To help even the odds, PBR offered up clues via its social channels, giving determined hunters at least a fighting chance.

And the payoff?

In addition to scoring the pastel keg itself, lucky finders also received a gift card to purchase a fresh keg of PBR (yep, the painted Easter kegs were—understandably—empty).

“Being an adult can burn you out,” Reely added. “We hope this event allows people to feel young at heart.”

So here we are, a few Easters later, and we’ve got to ask…

Where’s the Easter keg hunt this year?

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