Hipster Emergency: PBR Goes Upscale
Today I bring you exciting news from the Orient:
Everyone's favorite American Shit Beer lager is now being exported to China in a fancy new glass bottle under a new name, "Pabst Blue Ribbon 1844." According to Danwei, an advertisement in the business magazine Window of the South reads:
It's not just Scotch that's put into wooden casks. There's also Pabst Blue Ribbon Beer 1844
Many world-famous spirits
Are matured in precious wooden casks
Scotch whisky, French brandy, Bordeaux wine...
They all spend long days inside wooden casks[cut]
It's truly a treasure among beers
So, how much does one rebranded, Scotch-like pee-burrr cost you? $44 U.S. dollars. Seems like a lot of money, especially considering when I was in China in December, a 32oz of PBR was $0.07 USD. Coolster legitimacy ruined.
(Danwai, via The New Yorker. Thanks for the tip, anonymous reader!)
Comments
"I still like formulating specialty beers. In fact, with Pabst, I just made the first specialty beer in Mainland China. There’s almost no ale in China: I had to smuggle the yeast into the country. I formulated a special high-gravity ale called “1844.” It’s all malt, and we use caramel malts from Germany. The initial aging is dry-hopped rather heavily. Then we do a secondary aging in new uncharred American oak whiskey barrels. We bought 750 brand new barrels to the tune of $100,000. This is a very special beer; it’s retailing for about over $40 U.S. for a 720 ml bottle."
http://allaboutbeer.com/live-beer/people/pull-up-a-stool/2010/07/with-al...
It's not the same beer. Fuck, clicking through and reading is just so much work.
It's not even the same company- the PBR name is licensed to a Chinese brewery as well as a Canadian one. Neither is part of the US company.
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