A truck packed with more than 50,000 cans of Pabst Blue Ribbon beer vanished from a California distribution center in a brazen cargo theft that may rank as one of the largest beer heists in history.
The 40,000-pound haul — equivalent to 1,602 cases of PBR — disappeared from an Anheuser-Busch distribution center in Montclair, California, on August 17. The shipment, valued at approximately $25,000, was stolen after a purported subcontracting company submitted fraudulent documentation to arrange the pickup.
A Double Heist
Montclair police are investigating two separate cargo thefts that occurred at the distribution center on Brooks Street that same morning.
- Around 10 a.m.: A shipment worth about $45,000, bound for Tucson, Arizona, was picked up for delivery but never arrived.
- Around 11 a.m.: A second theft occurred when roughly $25,000 worth of Anheuser-Busch and Pabst Blue Ribbon products was obtained using fraudulent paperwork.
The total value of the missing cargo across both incidents is approximately $70,000. Investigators noted discrepancies in the trucking company information, driver credentials, and vehicles involved, and believe the cases may be part of the same fraudulent cargo-theft operation.
PBR’s Unusual Ultimatum
Pabst Blue Ribbon took to Instagram to address the thief directly, offering a mix of humor and urgency.
“To the thief: we don’t fault you for wanting to brag to your friends how much PBR you have, we just wish you obtained it the honorable way.”
The company then started the clock, giving the thief 18 days and 44 minutes to return the truck “no questions asked” — a countdown believed to reference 1844, the year Pabst was founded. Pabst also announced it would offer a reward to anyone who helps solve the mystery, though the amount was not disclosed.
The brand later issued a second post to quash doubts that the bizarre disappearance was a marketing stunt. “To clear up the confusion, this story is real,” Pabst wrote.
‘Beer Is Getting Warmer’
As the deadline ticks down, Pabst has continued to update the public on the search.
“Beer is getting warmer, trail is getting colder. Clock’s still ticking.”
The company urged anyone who spots the truck to snap a photo, tag Pabst, or send a direct message with information. Paul Myers, senior director of integrated marketing operations for Pabst, told the Los Angeles Times that the company has received a great response so far — “but, yes, we do want the beer back and eventually doing what it’s meant to be doing, being consumed.”
According to Pabst, the stolen truck contained approximately 1,400 cases of PBR and about 200 cases of Old Milwaukee Non-Alcoholic, and was headed for delivery in San Diego.
Social Media Reacts
The beer brand’s comments section quickly became a “keg-sized comedy club”.
- One commenter joked: “would’ve only been 20,000lbs if it was Pabst Light”.
- Another asked whether the reward was all the beer in the truck.
- Kit Kat’s verified account joined in, referencing a March incident in which a truck carrying 12 tons of limited-edition Formula 1 car-shaped KitKat bars was stolen in Italy.
- One commenter offered the most likely destination: “Somebody’s about to have a huge house party.”
Investigation Ongoing
Police have not publicly identified any suspects or leads, leaving open the question of whether the shipment remains intact or has already been broken up and distributed.
Anyone with information about the thefts, vehicles, driver, delivery company, or missing cargo is asked to contact the Montclair Police Department at 909-621-4771.
