“What you need to know about my husband is that, while I think he’s cool, he’s not, you know, hipster cool. Earlier this year, he asked me what Coachella was. And he’s been to Brooklyn exactly zero times. As such, his buying PBR is the perfect example of what hipsters have been dreading — PBR has entered the mainstream, and it may be the beginning of the end for the brand.” Outside’s AC Shilton predicts that we’ve hit peak Pabst Blue Ribbon, and provides some interesting background on what makes a product seem cool. (It sure ain’t flavor…)

+ Speaking of hipster ingestibles, take a look at this chart showing the amazing rise of the American almond craze.