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 â€œTrappistâ€ can only be purchased in limited quantities, by placing an order on (I kid you not) the monks â€œBeer 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 â€œthe holy grail of beersâ€. It's on the menu there, but rarely in stock.
Monks Create Cult Brand
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