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While PBR's success stems from its niche, dive appeal, it isn't actually the cheapest of the cheap. PBR is at least $1 a case more than Busch Light and Keystone Light, says Benj Steinman of Beer Marketer's Insights. PBR drinkers may want to look down-market, but they're willing to spend a little bit extra to make sure no one mistakes them for the mainstream.
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