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Kentish Ale

Andechs Bergbock Hell
Nina, Laura, Michaeline

Kentish Ale & Kentish Strong Ale

Andechs Bergbock Hell

Construction of distinctiveness
Kentish Ale

Andechs Bergbock Hell

-strong commitment to -Strong Commitment to quality
locally sourcing
product through technological
ingredients, leading to more
investment
sustainable practices
-Rooted deeply within the monastic
-Rooted deeply in the Region
identity
-Second party verification -Participatory verification system
system (Brewing Research
Foundation International)

Marketing and branding
KENTISH ALE
Average price: 2,10 eur
Consumer: beer connoisseurs, culinary tourists
DISTRIBUTION channels: producer-consumer sales, online shop,
multinational retailers (tesco, sainsbury)
Sold in UK and 35 countries abroad
Promotion: strong brand - history, strong advertising, use of
social media

ANDECHS BERGBOCK HELL
Price: 1,45 eur
CONSUMER: people interested in german beer
brewed by monks, people looking for experience
Distribution channels: producer-consumer sales,
online shop
Mainly sold in germany
Promotion: no specific advertising, brand
reflects monastic tradition and andech’s
landscape..l

Sustainability impact
Overall score:

33

Andechs Bergbock hell

KENTISH ALE
Overall score:

21

Strengths:
strengths :
economic (employment, no displacement effect,
economic (employment, halo effect),
halo effect, low costs)
social (bridging capital, trust/faith, succession)
social (self organizational capacity, social
environmental (positive external, cultural
inclusion)
landscape)
Environmental (biodiversity, food miles)
Weaknesses: displacement effect, food miles, social
exclusion

Weaknesses: succession, cultural landscape, negative
external effects

Consumer appreciation
- Strong narrative for the brewing
- The beer is part of the holistic experience
with the monastery the food and the beer
- Beer appreciation not so high
- “The taste of England”
- Embedded into the German culture
- Pub-specific community building (around
330 pubs)
- Experts that drink the beer for its high
quality taste
- Classic British recipe (ex : Ale Pie)

Discussion : PPP Framework
Kentish Ales :
> PPP framework applicable
> Unique natural resources of the Kent region
> Specific interaction between the local natural and human
resources via different communities
Andechs :
> Andechs product is less integrated in the PPP framework
> But iit has specific characteristics
> That monastery’s brewing tradition became a brewing business.
> The taste is a result of the landscape, Bavarian culture, and
monastic tradition.
> High technology on-site and quality

1

Discussion
recreational and diversionary consumers
- the beer itself in not attractive
- It’s part of a bigger experience
- Sharing a moment with family and
friend to discover a monastery and the
german culture
- Feeling of tendency, fun and uniqueness
- Without the monastery, beer wouldn’t be
associated with such a strong narrative

2
existential and experimental consumers
-

Expression of their own culture and values
High quality beer
Lifestyle
Its particular taste evokes a feeling of
identity and heritage.

Discussion - strategic and operational marketing
Kentish ale
Interest in PGI/PDO products has been increasing
(european commission, 2007)

Andechs bergbock hell
Focus on the experience
Does not want to be a PGI product

Vertical integration - owning a range of pubs and
hotels in kent
Dominance strategy: nicher
Dominance strategy: leader

less resilient on market place, low price-medium
Good reputation, high price-high quality,Knows its quality, non-profit oriented, preserving monastic
market place, Profit-oriented, high distinctive
tradition
product

Conclusion: Questions our Research Has Answered
-Which of the two breweries follows more environmentally sustainable
practices, and how is this related to PGI or PDO status, if at all?
-Are PGI products Kentish Ales easier to sell, compare to the Andechs
Bergbock Hell ?
-What effects does PGI or PDO status have on the rural development of
a region, if any?
-After all research has been conducted, in the opinion of our group, is it
important for regional products to seek a PGI or PDO designation?