CASH ON THE BARREL

MILWAUKEE -- In the world of global branding, when you can't be the biggest, it is good business to be the first.That has so far proved a winning strategy for U.S.-based S&P Brewing Co. here, which over two years has built its Pabst Blue Ribbon brand into the hottest-selling import beer in China, where it is known as Lam Dai, Mandarin for Blue Ribbon."They happen to like Lam Dai. We were the first

MILWAUKEE -- In the world of global branding, when you can't be the biggest, it is good business to be the first.

That has so far proved a winning strategy for U.S.-based S&P Brewing Co. here, which over two years has built its Pabst Blue Ribbon brand into the hottest-selling import beer in China, where it is known as Lam Dai, Mandarin for Blue Ribbon.

"They happen to like Lam Dai. We were the first American brewer there," said Lutz Issleib, S&P president.

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