PBR as premium brew - crazy or genius?
Okay, we all know that good packaging can go a long way to shifting the public’s perception of a brand. But does the charisma of the container have enough power to instantly shift one of the most lowbrow brands into an ultra-premium name?
Apparently the folks at Pabst Blue Ribbon think so. Either that or they’re up for a marketing challenge that borders on the ludicrous. In China, they’re introducing a super fancy version of average-joe suds brand Pabst Blue Ribbon. This deluxe iteration will carry the subtley more upscale name “Blue Ribbon 1844.”
Of course, back here in the good old U-S of A, Pabst — better known as “PBR” — was a near dead brand that got a surprising stay of execution when college-age beer consumers discovered it as the epitome of anti-hip hipness. Fueling that popularity with the younger set is its similarly unpretentious pricing … about $3.50 a six last time I checked.
But apparently frat boys in Shanghai have a different perception of our beloved PBR. Over in China, Pabst will introduce Blue Ribbon 1844 for the rather un-collegiate price of about 44 bucks a bottle!
I’ve never been to China, but I’m pretty sure whatever equivalent of the ratty plaid thrift-store couch is gracing their dorm rooms isn’t holding enough coins for a case of those.
Makes me wonder what they’re paying for Milwaukee’s Best?
- d!b
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Alex W commented:
A nice redesign for PBR. I heard a story once that PBR was originally a premium brand, and went downhill along the way. Was the actual recipe revisited also?
Funny point about the anti-hip hipness (cool to be square?) Perhaps they should market it to MIT.
On the Shanghai price, was that $44 USD or RMB? RMB would be approx 1/8 of USD, which would make one unit cost 5.50 in USD, (still pricey for the People's Republic...)
