Huge in Asia

They may not play in Peoria anymore. But these storied American brands are reinventing themselves to sell in Shanghai.

BY DUSTIN ROASA | SEPT/OCT 2011

PABST BLUE RIBBON

This Illinois-based beer is no stranger to reinvention. After decades as a staple of stadiums and dive bars in the upper Midwest, the brew was improbably adopted in the early 2000s by coastal hipsters eager to appropriate its working-class cachet. But PBR's latest act, in China, is even more remarkable.

Forget $1 cans: In China it is called Pabst Blue Ribbon 1844, and it costs 300 yuan, or $46, per bottle. Ads call it a "world-famous spirit" on par with Scotch whisky and French brandy. To be fair, it's not the same swill you find in Williamsburg: Sold in an elegant bottle and aged in wooden casks, the beer is meant to be savored in a champagne flute. But PBR's Chinese fans apparently haven't seen the film Gran Torino, in which a gruff Clint Eastwood downs cans of Pabst and growls epithets at his Asian neighbors.

Illustrations by Tomasz Walenta for FP

 SUBJECTS:
 

Dustin Roasa is a writer based in Phnom Penh, Cambodia.

ROMAN TILES

11:52 AM ET

August 15, 2011

Fried Chicken

I never would of thought of KFC's being so different on the other side of the world. That's very interesting.

But I think they better make way for some of that Popeye's!

 

SUSANB

3:21 PM ET

August 16, 2011

300 Yuan = $46?

We're in trouble deep. Should be 46 cents! Which seems about right for beer in China. I do my best to buy beer around the world...

 

ANDYT

9:16 AM ET

August 17, 2011

When the RMB goes up...

...foreign goods look cheaper, and assets everywhere (e.g. Singapore property) look like an absolute bargain. Good for the rest of the world!

 

LARGO

10:50 AM ET

August 19, 2011

Asia - the land of power

"A 15-piece bucket of chicken costs $16.50, nearly 10 times the daily per capita income. Exclusivity is the point"
I can't understand that. And I can't accep't this situation.
But in the past...
China is a civilization that has lasted for over 4000 years. The US has only lasted a few hundred. Most of the inventions that you use today such as Paper, Gunpowder, and Rockets are all chinese inventions. Gunpowder was what allowed the US to expand to what it is today.
Szkolenia zawodowe

 

HELPDADDY

10:32 AM ET

August 25, 2011

Interesting in Asia

This is definitely a change in scenery, how Asia now can positively affect the American companies. I've seen how Krispy Kreme donuts are becoming popular in different Asian cities like Bangkok and Manila, where people of all ages, parents with their children are flocking at the stores. The free donuts are also a hit!

 

LOYD ESKILDSON

9:29 PM ET

August 29, 2011

Very Short-Sighted Article

Some U.S. products are weakly popular in China today. However, the biggest reason we're in China is to manufacture cheaply for sales in the U.S. The byproduct has been the loss of millions of American jobs and associated skills, the undermining of U.S. governments' ability to provide adequate infrastructure, and the accumulation of massive government and personal debts. China is now raising their sights to quickly assimilate U.S. R&D skills and secrets, and will then boost its earnings from stupid U.S. economic malpractice even more. We're sinking, and too dumb to even realize it.

 

GINCHINCHILI

9:28 PM ET

September 11, 2011

We should learn from China

China is really a civilization which has lasted for more than 4000 years. The united states only has lasted several hundred. The majority of the inventions that you employ today for example Paper, Gunpowder, and Rockets are Chinese inventions. Gunpowder was what allowed the united states to grow as to the it's today.