China's the world's largest beer market - but a middle class with money is getting a little tired of the same old watery and cheap lager.
More and more are starting to reach higher up the shelf.
Big names in beer are already responding.
Beverage giant SABMiller getting rid of its shares in Chinese brand Snow Beer
It may be the world's best seller, but it also retails for only fifty cents a can.
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And craft brews are starting to pop up in trendy bars, banking on a new crop of drinkers willing to splash out on pricier pints.