Twinkies and Pabst Blue Ribbon are a match made in heaven

PBR's owner, which just bought the signature Hostess brand, has proven it can resurrect old products with smart rebranding campaigns

PBR Twinkies
(Image credit: Facebook/Pabst Blue Ribbon)

Proving once more that Twinkies are indestructible, the brand was rescued from near-death on Wednesday when it was sold to private-equity firm Apollo Global Management and food company Metropoulos & Company. The sale caps a months-long ordeal for the classic snack, whose fate was thrust into limbo when parent company Hostess declared bankruptcy in late 2012.

Under the $410 million deal, Apollo and Metropoulos are also buying other signature Hostess brands, including Ding Dongs, Ho Hos, Sno Balls, and Dolly Madison Zingers.

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Ryu Spaeth

Ryu Spaeth is deputy editor at TheWeek.com. Follow him on Twitter.