When the millionaire owner of the fifth largest beer supplier in the U.S. stands on stage in front of hundreds of beer distributors and describes his company as a "small, upstart, underdog brewer," it's extremely hard not to roll your eyes.
Pabst Brewing is one of the few companies that could put Star Wars' smoothest space traveler, a nationally acclaimed barbecue pitmaster and hundreds of beer wholesalers in the same room without the entire event feeling like an the illegitimate love child of Comic-Con and South by Southwest.
"We're ideally suited for the whole locavore thing," he said. Whether he can pull it off is another question. After decades of consolidation, two big players, Anheuser-Busch InBev and Molson Coors, last year controlled roughly 70 percent of the American market. Pabst was in fifth place, with 2.6 percent.