In the early 20th century advertisers tried to make Pabst seem as glamorous as possible by using beautiful women gently hoisting a stein. It’s a long way from current ad campaigns branding it as the beer for tattooed hipsters. What makes it interesting is that this is about the time when Prohibitionists were out in force working on the demise of all alcohol. The brewery industry needed to portray a gentle, upper-class view of beer to offset the base degradation usually painted by the Prohibitionists.

From the Milwaukee Sentinel, January 1, 1914.