The day that many people never thought would come is here.
Brasserie-Brouwerij Cantillon has started selling some of its beers online and shipping them directly to the consumer. Yesterday, the Brussels-based brewery put up a total of 150 sets of 750ml bottles that included one each of 2016 Fou’ Foune, 50N 4E and 2013 Lou Pepe at a retail price of €65 ($70).
According to a post on its Facebook page, the brewery is taking the unusual step of selling direct to the customer online in order to try and curb secondary market prices for their beers:
We understand very well the frustration of Cantillon enthusiasts who are prepared to buy on parallel markets if need be and are willing to pay much more for bottles that are sometimes improperly stored or packed.
Therefore, in order to solve this problem, we have decided to sell part of our small productions online. The purpose is not to initiate an online commercialization of our whole production. It is therefore useless to ask us for other beers than those we selected.
While the sets in the inaugural sale sold out in less than 30 minutes, Cantillon has promised it will continue the practice “…in a while.”