Church of the Customer points us to a terrific example of the ultra-premium anti-branding status of a very special and rare beer. Brewed by silent monks in Belgium, Westvleteren beer can only be purchased by making an appointment via telephone. And if you’re one of the lucky few that were able to place an order, don’t tell too many people about the treasure you’ve found, because you’re only allowed to purchase two, 24-bottle cases per month.

The monks are doing their best to resist getting bigger. They don't advertise and don't put labels on their bottles. They haven't increased production since 1946. “No question, it is the holy grail of beers,” says Remi Johnson, manager of the Publick House, a Boston bar that has Westvleteren on its menu but rarely in stock.

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