Both coveted and derided in the US for being the cheapest beer around, Pabst Blue Ribbon—or ‘PBR’—has taken the high-end route when marketed in China.

Called a “heritage classic breakthrough” and “a piece of art” in ads, the humble PBR has a fancy cousin, Blue Ribbon 1844, that’s being sold for 300 RMB (that’s US$44!) according to Danwei.

The entire campaign centers on Pabst’s long history, and has 1844—the year Pabst has been brewing beer—prominently figured in the ads. The beer’s manufacturing process, about how it’s stored in oak casks and so on, all feature in various ad copy to boost the beverage’s prestige factor.

Head of China’s Blue Ribbon Beer, the company producing PBR, Ni Chunlin said the new market position is “aimed at changing consumers’ ideas about beer”.

“Chinese people can afford to drink baijiu [a Chinese liquor] that costs tens of thousands, and I believe that a 300-yuan beer won’t be a problem either,” Chunlin was quoted as saying.

But according to an article in Modern Brewery Age Weekly, the 1844 beast is somewhat different from the regular PBR in the US. We’re just wondering if its a forty dollar difference.





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