I’ve gotta admit, I never really understood the appeal of Pabst Blue Ribbon. In my drinking career, I maybe had a handful of PBR to drink. Nothing special in my mind.

But something happened this snowboarding season. PBR has somehow become the official beer sponsor of my trips. Never has it ever tasted so good. Granted, it won’t be winning any brew taste award. But smack me if I’m wrong — grabbing a 24 oz can and downing it after a day on the mountain just seems to go together like peanut butter and jelly. Not only that, but it’s served everywhere on the mountain. Have I just been missing out all these years?

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