A New Business Modell: Bishops Sells Beer

Fribourg Bishop Charles Morerod, Switzerland, is selling beer at at the price of CHF5,50 [$5.73] per 33cl [12oz] bottle.

It is called "La Pie VII." In French, “Pie VII” is the name of Pope Pius VII. “Pie VII” follows eight other "bishop's beers" produced since 2015.

La Pie VII will inaugurate on June 30 at the Bishop's Palace during a “foam evening.” The diocesan webpage presents La Pie VII with a weird long poem that calls La Pie VII “seventh in an apostolic succession,” and promises that there will be "no urea in the throat".

Part of the profits will go to two relief associations.

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