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PBR Will Live On for ‘Many, Many Years’

It will endure. Photo: Tom Kelley/Getty Images

The beerpocalypse has been averted. PBR will survive after nearly going extinct because of a kerfuffle between its owner, Pabst, and its producer, MillerCoors. To recap the drama: Pabst does not brew its own beer. MillerCoors brews it, and they had threatened to let Pabst’s contract expire unless it agreed to up the amount it currently pays per year — $80 million — to a sum closer to $200 million. Pabst contended that MillerCoors was trying to put it out of business, and the two entered into a massive court battle. But never fear, lovers of cheap beer and faded hipster icons: the two beer-makers have reportedly reached some kind of agreement to preserve PBR for the foreseeable future.

At the end of the first day of jury deliberations, the companies told the judge they had agreed to a settlement. Neither MillerCoors nor Pabst’s spokesman would speak to the details of the agreement, but a spokesman for Pabst suggested that this was a long-term solution, telling the Milwaukee Journal Sentinel that PBR and the company’s stable of heritage-brand beers will be around “for many, many years to come.”

PBR Will Live On for ‘Many, Many Years’