ABSTRACT
We examine the practices of Trappist breweries that seek to build value and create competitive advantage by appearing authentic. In doing so, we identify the need for breweries to engage in experiential marketing. For the breweries, appearing authentic is critical to reinforce their brand identity, command price premiums, and differentiate themselves from larger breweries. We examine two sources of authenticity: objective (real attributes) and subjective (rhetorical attributes). The Trappist breweries create impressions of authenticity by stressing both real and rhetorical aspects of their operation/image when building a brand aura that projects authenticity. Projecting authenticity also involves downplaying scientific and business expertise, in favour of religious imagery and time-honoured traditions. In addition, breweries decouple their day-to-day operations from their espoused approach. Our examination of authenticity helps us understand how images of authenticity can be created and maintained through an engagement in experiential marketing.
