• BusinessWeek, Friday, September 24, 2010 10:53 AM

Matt Schwartz has a detail-rich piece on how Evan and Daren Metropoulos -- the jet-setting bros whose billionaire dad ("Mr. Shelf Space" C. Dean Metropoulos) now owns Pabst Brewing -- intend to maintain the formerly working-class brewski as a darling of hipsters. And much more. It's like dropping in on a strategy session. Take their discussion of the defunct Red White & Blue brand.

"What if we made that the military beer?" posits Evan. "What if we gave a huge portion of the proceeds to military charities -- a grassroots program with military families? Why shouldn't Red White & Blue be the absolute American beer for the American soldier? We'll bring, you know, the Rotary Club, the veterans."

Daren gets it: "To help collaborate and get involved," he adds.

"To support our troops," Evan continues. And it doesn't stop there. Nor does the Metropouloses' vision for an expanding empire. Schwartz writes that they "see Pabst as a platform for possible future acquisitions, and the foundation of the family's legacy."

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