Enter Dan VanHoozer, one of the handful of Pabst "creatives" charged with drumming up support for PBR at indie crafts fairs, nightclubs, latte-art competitions, and the like. Jonathan L. Fischer of the Washington City Paper, D.C.'s local alt-weekly, spent a recent Friday night shadowing VanHoozer as he made his rounds of the District's bars armed with beer, swag, and small talk. The resulting narrative is an account of just how the brand ambassadors operate that is worth reading:
6:10 p.m. Rock & Roll Hotel on H Street NERead the full story at the Washington City Paper.
VanHoozer delivers box of plastic cups, emblazoned with PBR logos. "These are like gold," he says.
In the corporate parlance of the Pabst Brewing Co., Dan VanHoozer is a "creative."
VanHoozer, of course, hates that term. The way he sees it, he and his 20 or so analogues across the country are folks "who want to make shit happen in their cities." It's just that they happen to work for a firm that understands the marketing upside to making shit happen—a strategy that's still going strong seven years after cultural thinkers started dissecting it.
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