You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Challenge: Make Malt Liquor Look Good on Paper Pabst Uses Icon From Controversial Brand's Past to Reposition It as Edgy to New Generation of Drinkers By Jeremy Mullman, Published on January 28, 2008 1 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.