In a Desperate Ploy for Social Media Attention, Pabst Light Gives Away a Semi Truck

Pabst Light to Partner with BigTime to Fix Up and Give Away a Big Rig This Fall

Pabst Light is not messing around. It’s boldly going where no beer has ever gone before for an outrageously oversized industry first. This fall, Pabst Light will take ownership of a big-rig semi-truck, which will be fixed up by the explosively popular DIY automotive crew, BigTime, in time for a fall delivery to one lucky winner.

With a look that stands apart from the mainstream and the bold energy behind the Blue Ribbon badge, it’s little surprise that Pabst Light is the first beer to dream up the idea of giving away a big-rig. Who else but Pabst could get away with a giveaway this absurd?

The DIY garage champions at BigTime were the perfect partners for Pabst: obsessive automotive enthusiasts who have amassed a cult following and millions of views on their independent YouTube channel. BigTime hosts Zach and Jeremiah documented their experience of buying and fixing up a big-rig two years ago in an epic episode that remains one of the BigTime community’s most beloved.

Pabst Light and BigTime have just taken ownership of the semi, a classic 1969 Kenworth 925. A series of episodes and content pieces rolling out in August and September will capture the rebuild and serve as the perfect backdrop for Pabst Light-filled garage hangs with friends. Fans will have the chance to watch along and enter to win either online or via in-store activations nationwide.

“You could call this a ploy for attention, sure, but we’re only doing it because Pabst Light is THAT good. There’s nothing light about the flavor, which is why we found the heaviest thing we could give away (legally),” said Hannah Barnett, Brand Director – Pabst Brewing Company.

“Car giveaways are pretty boring these days. Nobody ACTUALLY wants a GT3RS or a Supra or some foreign supercar. What they REALLY want is a 60-year-old semi truck with an air horn!” says Jeremiah Burton, Co-Founder – BigTime. “We’ve never done a giveaway before so we thought, why not partner with Pabst Light and have it be a one of a kind, custom built Kenworth. It’s a BigTime truck for a BigTime winner.”

Pabst Light’s partnership with BigTime began earlier this summer, when the boys fixed up a 1984 Oldsmobile Cutlass and took their budget build, 750hp beast across the country to compete in the Throtl Throwdown, a YouTuber drag race against a top of the line McLaren, Supra and GTR, all of which cost hundreds of thousands of dollars. Check out what unfolded here.

Accompanying the big-rig giveaway will be a collaborative merch capsule from Pabst Light and BigTime coming soon.

There is nothing light about the flavor of Pabst Light, and there is certainly nothing light about this contest.

Pabst Light is a crisp, refreshing light beer, introduced by Pabst in 2025. With just 96 calories, 3.5g of carbs, and 4.2% ABV, Pabst Light offers everything you'd want in a light beer. Pabst Light is available nationwide in a retro-inspired, clean-modern can.