Pricing in the Land of Beers

Belgium prides itself on being “The Land of Beers.” A Belgian student tells me that this pride leads to some unusual pricing policies among the less well-known breweries. Apparently, many charge a higher price for their products when they are sold within the local area around the brewery, since people are proud of their local brand. This is a clear example of demand-based price discrimination. The average cost of selling locally is probably below that of selling elsewhere (lower transportation costs); but locals’ pride in the native tipple gives the brewers some monopoly power, which they are happy to exploit. The brewers are made better off (higher profits) by the locals’ behavior; and the local people must be better off, otherwise they would choose different brews.