‘You have 18 days and 44 minutes': US brewery's message to beer thief
Pabst Brewing Company is using social media to recover a stolen truckload of beer worth $25,000. The company has issued a humorous 18-day and 44-minute deadline for the return of the goods, referencing its founding year of 1844.
Why it matters
This highlights the growing trend of brands using viral social media campaigns to address criminal incidents and engage with their customer base.
A US beer company has given a thief 18 days and 44 minutes to return a truckload of stolen beer. According to a BBC report, Pabst Brewing Company said around 40,000 pounds (18,144kg) of Pabst Blue Ribbon beer, worth about $25,000, was stolen from a distribution centre in California after someone allegedly used fake documents to collect the shipment. The company has now turned to social media to try to find the missing beer. "Pabst is officially starting the clock now - you have exactly 18 days and 44 minutes to return our truckload of beer, no questions asked," the company said in the post.Reason behind the unusual '18 days and 44 minutes' deadlineThe unusual deadline is not random. Pabst was founded in 1844, which is why the company chose 18 days and 44 minutes.Pabst said the incident may sound unusual, but stressed that the theft is real.
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