To what extent is Germany’s trade-marking of its Reinheitsgebot a sign of it protecting its cultural heritage following the 1987 European Court of Justice case deeming it illegal and protectionist under EU Law?

Following the 1987 ECJ court case in which the Reinheitsgebot was deemed illegal and protectionist under EU Law, this thesis explores how German brewers responded by labelling their beers as being brewed according to the Reinheitsgebot, as a way of distinguishing their beers from other imported beers. Using Roland Barthes's ideas of Signs and Jason Bosland's theory of trade-marks and culture, it was explored in depth how German beers labelling their beers essentially trade-marked their beers to allow distinction from other beers. It was argued that by doing this, German brewers were essentially protecting their cultural heritage as the Reinheitsgebot is associated with German culture-the Reinheitsgebot is seen to be of great traditional significance in Germany. However, as Germany is renowned for its great beers, it was also explored to what extent this act by German brewers was due to economic (and marketing) reasons and not necessarily for cultural heritage reasons. Other elements...Show moreFollowing the 1987 ECJ court case in which the Reinheitsgebot was deemed illegal and protectionist under EU Law, this thesis explores how German brewers responded by labelling their beers as being brewed according to the Reinheitsgebot, as a way of distinguishing their beers from other imported beers. Using Roland Barthes's ideas of Signs and Jason Bosland's theory of trade-marks and culture, it was explored in depth how German beers labelling their beers essentially trade-marked their beers to allow distinction from other beers. It was argued that by doing this, German brewers were essentially protecting their cultural heritage as the Reinheitsgebot is associated with German culture-the Reinheitsgebot is seen to be of great traditional significance in Germany. However, as Germany is renowned for its great beers, it was also explored to what extent this act by German brewers was due to economic (and marketing) reasons and not necessarily for cultural heritage reasons. Other elements were also explored such as the significance of the Reinheitsgebot as well as how it is increasingly challenged by German brewers today, with many arguing that it is prohibiting German brewers from keeping up with global beer markets. Furthermore, it was also considered how the Reinheitsgebot has an international perspective-how it is recognised by international brewers and how the Reinheitsgebot is perceived abroad.Show less

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To what extent is Germany’s trade-marking of its Reinheitsgebot a sign of it protecting its cultural heritage following the 1987 European Court of Justice case deeming it illegal and protectionist under EU Law?