No matter what downtown bar you frequent in Missoula, you are bound to stumble upon a patron sipping out of a can of PBR, better known to most as Pabst Blue Ribbon. And why is that? Sure, it's cheap. But we've seen cheaper, so it's not the cost that is causing people to choose this drink over the others. It's a very sub-par beer, but many Missoula locals regard it as their signature cultural brew. How does this happen?