Twice as Nice: TavernTrove’s Two Day Vintage Pabst Blue Ribbon Beer Advertising Auction

TavernTrove, of Raleigh, NC presented its Vintage Pabst Blue Ribbon Beer Advertising Auction on June 21 and 22, 2023. This two-day event included 528 total lots of century-spanning breweriana related to the Pabst Brewing Company. All materials were from a single owner collection that was four decades in the making. The collection included signs of all sorts, from trays, foam scrapers, bottles, cans, openers, knobs, and pulls to labels, awards, business materials, and other Blue Ribbon branded collectibles. The Pabst Brewing Company has its origins in 1844 and was started by Jacob Best in Milwaukee, WI. By 1882, the company debuted its now iconic blue ribbon branding and began receiving national and international recognition for its fine refreshments. The company is still in business today and is headquartered in San Antonio, TX. Here are some highlights from this sale worthy of a toast. All prices noted include the company’s 21% buyer’s premium.

Vintage to antique outdoor signage promoting the Pabst beer brand took many of the top slots in this exciting sale. Lot #420, a rare 1930s Pabst beer porcelain outdoor flat sign, was estimated at USD 800 to $1,200, scored $3,630, and generated nine bids. It sold on the second day of the auction. It was made by Claude Neon Federal Signs from Tulsa, OK. This red, white, and blue example had the word PABST in bold, white letters. According to TavernTrove’s experts, this might be the only one extant.

This auction offered a well-curated selection of indoor, novel, and often three-dimensional Pabst advertising materials. Lot #279, a 1960s Pabst Blue Ribbon beer “Boxer” backbar sign, was estimated at $160 to $240, made $484, and generated nine bids. It was sold on the first day of the auction. This tin-backed example was in the form of a standing, mustachioed boxer in striped pants, brown shoes, a red belt, and a white shirt throwing a punch from a small, twine-enclosed boxing ring. A faux bottle of Pabst Blue Ribbon beer was in the corner, holding up a sign reading “at Popular Prices.”

Rare, visually stunning beer serving trays also caught the eye of breweriana collectors. Lot #260, a very early embossed pie plate style tray, was estimated at $560 to $840, traded hands at $908, and generated eight bids. It sold on the first day of the sale and measured 12 inches in diameter. It was manufactured by Chas. W. Shonk Litho of Chicago, IL. It featured the company’s vintage red, tan, and green logo surrounded by rings of sun rays, wheat, and red dots. According to TavernTrove’s experts, this example “is about as good as this fragile tray comes.”

Unusual rarities associated with the Pabst Brewing Company and its internal business and operations were well represented in this early summer event. Lot #377, a 1945 Pabst Brewery presentation plate, was estimated at $80 to $120, realized $908, and generated six bids. It was sold on the second day of the sale. It was made by the company McNicol China Supplied by Kenyon Inc. from Peoria, IL. This 10.25-inch diameter example was probably an employee recognition award and was decorated with the company’s signature blue ribbon logo in the center, concentric gold and blue borders, and the recipient’s name, “Louis Weiner.”

This Pabst Blue Ribbon Beer sale rounded out with bottles, tap knobs and handles, ephemera, and other category-spanning breweriana. Lot #28 from day one of the sale, an all original, unopened bottle of Pabst Blue Ribbon Ale from 1947, was estimated at $20 to $30, made $630, and generated three bids. Lot #79, from day one of the sale, a scarce 1934 Pabst Ale ball tap knob, was estimated at $160 to $240, traded hands at $393, and generated ten bids. And lot #319 from day two of the sale, a 1937 Pabst Export Beer six pack can carrier box, was estimated at $160 to $240, realized $787, and generated six bids.

For more information on TavernTrone’s June 21 and 22, 2023 Vintage Pabst Blue Ribbon Beer Advertising Auction, visit the company’s website. 

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