Hipsters are well known for their vintage appearance and progressive thinking, but their latest trend — causing beer prices to increase — might not be so well received.
A study conducted by Restaurant Sciences found that a rise in price of Pabst Blue Ribbon is causing a rise in price of inexpensive beers like Budweiser and Miller Lite.
“PBR is a good beer for the price,” said Perry Fowlkes, a 23-year-old UF computer engineering senior. “If I had the choice between that and other beers, it has a better flavor.”
The image people associate with PBR has added to its appeal.
“A lot of times when I drink it, I get labeled as a hipster,” Fowlkes said.
Sarah Hamersma, a business assistant professor, said inexpensive brands of beer could be raising their prices in hope of improving their status.
“It’s possible that if there’s really this big fall in demand for these other big sub-premium beers that they can’t produce it in bulk anymore, so they’re raising the price to make up for that,” she said.
Kamaron Scholl, a 22-year-old UF telecommunication senior, said he hasn’t noticed a change in the price of beer and likes to vary the types of beers he buys. He said he doesn’t usually buy cheap beer because “cheap beer tastes like cheap beer.”
He also said if a bar doesn’t have a wide selection, he’ll order PBR or Yuengling.
Alan Hodges, an extension scientist in the UF Food and Resource Economics Department, doubts the price increase is an attempt to make sub-premium beers seem more prestigious. He said the beer market is very competitive and driven by the cost of the primary beer ingredients like barley, wheat and hops, which have seen a recent price increase.
“Those have a well-established market niche with millions of loyal consumers,” he said. “I don’t think they need to make up a more upscale brand out of it. There are so many other upscale brands of beer.”
Chris James, 26, studies a bottle of Grimbergen Dubbel beer in preparation for a monthly meet up among him, his friend Jordan Williams, 22, and a few others, who discuss computer and IT security together.
