Pioneered by Captain Frederick Pabst, Pabst Brewing Company (Pabst) has been brewing beer since the late 1800s. 175 years later, the Captain’s vision, foresight, and commitment to excellence transformed a small-scale brewery into one of the nation’s largest and most admired. Today, driven by these same inspirations, Pabst proudly unveils a new luxury beer brand, Captain Pabst, and launches with its flagship IPA, Seabird.
Seabird is a highly sessionable, premium India Pale Ale, brewed with Magnum, Citra, Cascade, and Mosaic hops. The beer takes its name from Captain Fredrick Pabst’s last steamship, which was a catalyst in his decision to enter the beer business. Caught near the shore in December of 1863 during an unexpected storm, Captain Fredrick Pabst strategically beached “The Seabird” on the sands of Whitefish Bay on Lake Michigan without casualties. With irreversible damage to The Seabird, Captain Pabst made the fateful decision to walk away from the sea. Hanging up his captain hat, he purchased a brewery that would eventually bare his name and deliver some of the most iconic American beer brands of all time.
Seabird is available now, as a Midwest exclusive, for sale across Wisconsin and the greater Chicago area.
“We’re lucky enough to be the stewards of so many great, classic American trademarks. But none of those marks really highlight the person or the people that founded the original brands,” said Matt Bruhn, Pabst General Manager. “We thought creating something new, based on someone who played such an integral part in pioneering brewing in this country, was a really romantic and deserving story that consumers would be interested in hearing.”
Pabst is also transforming its taproom in Milwaukee and relaunching it as Captain Pabst’s Pilot House. The taproom offers a beer hall experience in the heart of Milwaukee, Pabst’s hometown, fit to honor the Captain and the brewing traditions that have lasted over a century.
“Captain Frederick Pabst was wild; his life was filled with random endeavors that all seemed to stem from his adventurous spirit and his willingness to push the boundaries. To do things right, but differently. Here at Pabst we can certainly appreciate a life lived that way – it’s closely aligned to our values” added Bruhn.
The Pilot House will focus on imaginative craft beer offerings while paying homage to Captain Pabst’s historic recipes. In addition to Seabird, the Captain Pabst Signature Series will feature new and exciting, quality brews the Captain would have crafted generations ago. Beyond beer, the venue experience includes the addition of a craft spirits program, where spirits are blended and barrel aged in-house, an expanded merch offering, and a loyalty program called the “Blue Jacket Club.”
The Captain Pabst Pilot House will have its grand opening and reveal March 28, 2020 – Captain Pabst’s 184th birthday.