There's a bit of a ritual involved with procuring what lucky souls have described as the best beer in the world.
Brewed by silent monks in Belgium, Westvleteren “Trappist†can only be purchased in limited quantities, by placing an order on (I kid you not) the monks “Beer Phoneâ€.
It's a great example of ultra-premium anti-branding: the monks do no advertising, nor do they label the bottles. The beer, which costs from 22 euro a bottle, is available only once a month, and you can only order 2 cases of 24 bottles at a time. Remi Johnson of Boston's Publick House calls the brew “the holy grail of beersâ€. It's on the menu there, but rarely in stock.
Why This Trend Is Growing
- Ultra-premium Anti-branding
- Opportunity for brands to create exclusivity and desirability by taking a minimalistic and non-traditional advertising approach.
- Limited Quantity Sales
- Potential for businesses to adopt a scarcity strategy by offering products in limited quantities, creating a sense of urgency and value among consumers.
- Monthly Exclusive Offerings
- Opportunity for companies to generate excitement and anticipation by releasing new products or services on a monthly basis.
Industries Being Reshaped
- Craft Beer
- Craft breweries can create a cult following and premium perception by producing limited edition, high-quality brews.
- Luxury Goods
- Luxury brands can adopt the strategy of limited quantity sales to enhance exclusivity and desirability among their target market.
- Subscription Services
- Subscription-based businesses can attract customers by offering monthly or periodic exclusive offerings, adding value and creating loyalty.
