The Press: Barrel of Fun

The story was preposterous. To promote the brewing of its 100 millionth barrel of beer, Pabst flew a delegation back to the tiny German village of Mettenheim, birthplace and first malting grounds of Company Founder Jacob Best. The idea, chuckled a frank Pabstman last week, was "blatantly commercial."

Even so, Pabst had no trouble getting the press to go along with the story. In fact, 63 newsmen went all the way to Mettenheim and back on the trip. Resuit : a classic example of the big-business press junket that plys the newsmen with free...

Want the full story?

Subscribe Now


Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!