By 1977, Pittsburgh Brewing Company was one of just 49 breweries left in the U.S.A. To rebound from difficult years, the brewery introduced a new light beer, Iron City Light — or IC Light. IC Light's aggressive marketing campaign targeted the young beer drinker. Both men and women enjoyed the new beer, which quickly captured 80 percent of the local light-beer market. IC Light’s popularity apparently also heightened the sales of regular Iron City beer, as it regained the position of southwestern Pennsylvania’s favorite beer.