Holy Hops: Westvleteren Beer in Supermarket Sweep

The New York Times: “Smooth, complex, soft, salty and strong — yet delicate, luscious and elegant. Those are just a few of the adjectives used to describe Westvleteren beer, which is often hailed by aficionados as one of the best in the world … For more than 170 years, the beer has been produced and distributed solely by the Trappist monks of St. Sixtus Abbey in Westvleteren, a village in western Belgium. But that changed last week when a branch of Jan Linders, a Dutch supermarket chain, sold more than 7,000 bottles without the monks’ permission, and at 10 euros each, almost 10 times higher than the original price.”

“The supermarket sold 300 crates of 24 bottles … but did not make a significant profit despite the markup. The third-party sellers had all wanted to make a profit, too … and that was what had driven up the final sale price. The monks denounced the sale, saying the aim behind their endeavors was not to commercialize their product, but to finance themselves and support those in need. Jan Linders has since apologized for the one-off sale, but added in a statement on its website that it wanted to thank customers for introducing them to ‘this beautiful beer’.”

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