One of America’s cheapest beers, [Pabst Blue Ribbon](www.pabst.com/) (PBR), has repositioned itself in China as a luxury beverage.
Pabst Blue Ribbon 1844 was launched in late 2009 exclusively for the Chinese market. Targeting wealthy consumers, the spruced-up beer is priced at an astonishing US$40 per bottle (720ml), compared to the US$3.50 price tag in the United States.
PBR brewmaster, Alan Kornhauser, told reporters that the special brew is consumed by the new Chinese rich who are willing to display their wealth by splurging. It’s mind-boggling to foreigners, but PBR does have its roots in the Chinese market. Pabst entered China in 1993 and held the title for the best-selling foreign beer in China throughout the ’90s.
China acts as the perfect platform for some mass market brands to reposition themselves into the luxury market. It’s a bold and strategic move from PBR, but for me, it’s just another case of mutton dressed as lamb.
To read more about this head to [brandchannel](http://www.brandchannel.com/home/?tag=/Pabst) and [red-luxury]( http://red-luxury.com/).
Photo courtesy of [brandchannel]( http://www.brandchannel.com/home/?tag=/Pabst)
What do you think about PBR’s redesign? What other brands have you noticed in China that are disguising themselves as elite?