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Pabst Blue Ribbon
蓝带啤酒
In America, it’s the choice of blue-collar workers and hipsters — an unpretentious lager known primarily for its cheap price tag. But in China, some versions of Pabst Blue Ribbon are something else entirely: high-end alcoholic beverages that would be right at home in a socialite’s manicured hands. Pabst Blue Ribbon 1844 was introduced a few years ago in China with a price tag of $44 a bottle. The ad copy that went along with it read: “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…” and goes on to call the beer “truly a treasure among beers.”
在美国，这是蓝领工人和嬉皮士们的选择——主要以其价格低廉而闻名。但是在中国，蓝带旗下的某些产品线就完全是另外一回事了：很可能是社会名流手中的高端酒精饮料。 蓝带1844在几年前以44美元一瓶的价位引入中国市场。它的广告词是这么说的：“放在橡木桶里的酒不单只有威士忌，还有蓝带1844。很多世界级的名酒在珍贵的木桶中酿造——苏格兰威士忌，法国白兰地，波尔多葡萄酒……”接着它被称之为“啤酒中的珍宝”。
