Budweiser Shangzun Purple Rice Pure Draft Beer is Budweiser's new high end beer product in the Chinese market. Shangzun should reflect Chinese philosophical concepts, modes of thinking, emotional expression, and Eastern aesthetic temperament. Therefore, Shangzun takes traditional Chinese philosophy and architecture into the shape of the bottle. Shangzun displays eastern eastern naturalism, expressing traditional culture in a modern context, defining a new generation of beer packaging.

Tiger Pan, renowned designer and founder of Tiger Pan Design Lab, currently serves as the Jury President for D&AD 2024 in Packaging Design. He is also a contracted artist for the United Nations Postal Administration (UNPA), a collaborative artist with the United Nations Programme on HIV/AIDS (UNAIDS), a partner artist with the Liechtenstein Postal Service, and a co-branded artist with BVLGARI. Additionally, he holds the role of Vice Chairman of the Shenzhen Illustration Association and serves as a guest professor at 18 prestigious design academies across China. Over the past 28 years, Tiger Pan has been deeply engaged in product and packaging design research and practice. His team is now regarded as one of the most dynamic and influential forces in contemporary design.

Budweiser is an American-style pale lager, a brand of Belgian company. Introduced in 1876 by Carl Conrad & Co. of St. Louis, Missouri, Budweiser has become a large selling beer company in the United States.