Advertising and Marketing
Posted by Joel Martinsen on Wednesday, July 14, 2010 at 6:02 PM
The above advertisement appears on the inside front cover of the current issue of Window of the South (南风窗), a respected biweekly business magazine. At first glance it looks like an ad for a wine or a brandy, but closer inspection reveals the actual brand: Pabst Blue Ribbon Beer 1844.
1844 was the year that the Pabst Brewing Company was established in Milwaukee, Wisconsin. In the US, the beer's lack of pretension led to a recent upswing in popularity among hipsters.
With 1844, the brand seems to be targeting a different demographic in the Chinese market.
The ad copy (on the facing page) begins with comparisons to the finest of alcohols:
It goes on to describe how the premium wood and craftsmanship of the casks creates the beer's wondrous color and flavor, and ends by calling Pabst "truly a treasure among beers."
Does Pabst Blue Ribbon 1844 truly merit such comparisons? It'll cost you around 300 RMB to try a bottle for yourself, according to a Beijing Youth Daily article from last November, when the product was launched.
The article quoted Ni Chunlin, head of Blue Ribbon Beer, which produced Pabst in China:
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