Pabst offers reward after truck carrying 50,000 cans of PBR vanishes in Southern California

A truck loaded with more than 50,000 cans of Pabst Blue Ribbon has gone missing in Southern California, and Pabst is asking the public to help find it before time runs out.

The Montclair Police Department said the shipment — about 40,000 pounds of beer valued at roughly $45,000 — was picked up for delivery on Aug. 17 but never reached its destination in Tucson, Arizona. Investigators are now looking into the disappearance, and no arrests have been announced.

In an unusual move, the brewery has taken its appeal to social media, offering a reward for information and leaning into the kind of deadpan humor the brand is known for. In a post, Pabst suggested the driver return the truck “no questions asked,” while making clear the missing beer is no joke.

“Beer is missing and the clock is ticking,” the company wrote. “Bring back our PBR.”

Cargo theft has become an increasing concern across the supply chain, particularly in California, where logistics hubs and freeway corridors make loaded trucks a target. While a single trailer of beer may not rival the scale of larger heists, the disappearance of an entire branded shipment can cause ripple effects for distributors and retailers waiting on inventory.

For Pabst, the heist has also turned into a public relations moment. The brand has long cultivated an everyman image, and the playful pleading has drawn attention online. But behind the jokes, the company says it wants its beer back — and is hoping someone saw something.