An appropriately hirsute Pabst Blue Ribbon man is beer-bedecked (also appropriately) during a baseball game at AT&T Park in Chattanooga, Tennessee, the home field of the Chattanooga Lookouts, on 28 April 2016.
The Chattanooga Lookouts are a minor league baseball team, founded in 1932. In 2015, the team affiliated with the Minnesota Twins, a Major League team that, as the 1901–1960 edition of the Washington (D.C.) Senators, spent the longest period as the Lookouts' parent team.— Wikipedia.
Pabst Brewing Company was founded in 1844 as the Best Brewing Company of Milwaukee, Wisconsin. Frederick Pabst, son-in-law of the brewery owner, would later join the brewery staff and eventually take control. After stewarding it into becoming the largest brewery in the country, [Pabst renamed the brewery eponymously] in 1889. [...] During the Chicago World's Fair in 1893, Pabst finished 0.3 points ahead of Anheuser-Busch] for its brews. The brewery responded by placing a blue ribbon on its packaging, something that remains to this day.— The Oxford Companion to Beer: Oxford University Press, 2012.
Once the third largest brewing company in the United States, Pabst ceased all brewing operations in the mid-1990s. Since then, under several owners, Pabst has contracted with other breweries to produce its beers, as well as many 'legacy' American beers, such as Schlitz. In 2014, the company was purchased by a San Francisco–based private equity firm.
Although sales of PBR (as Pabst Blue Ribbon is popularly known) are now declining, the beer, inexpensively-priced, experienced an ironic renaiassance among so-called 'hipsters,' during the the aughts and early teens, for a perceived anti-corporate ethic.
Is that 'beer' lip balm PBR Man is holding? He looks a bit thirsty without a beer in hand.