PBR in a Champagne Flute?

A friend recently brought to my attention what has to be the best (or most radical) rebrand in history. According to The New Yorker, Pabst Blue Ribbon, which is known for its bottom-rung brewing, has re-invented itself as it enters the Chinese market.

PBR's new brand positions the beer as a "world famous spirit" to be savored from a champagne flute. A far cry from the aluminum cans of America, I must say.


The "top-shelf" 1844 brew is sold in glass bottles with each beer running for nearly $40 each. Yes, FORTY DOLLARS. The same beer that even broke college students can't even stand to choke down is selling for $40 in China. A bold and beautiful marketing move.