Repackaging Christianity: how Alpha has become the richest and most powerful brand in the CofE

The story of the Alpha course, a 10 week programme of Christian study delivered in a social evening with a meal and friendship, is charted in the book "Repackaging Christianity: Alpha and the building of a global brand". Its author, Dr Andrew Atherstone, describes how it grew from a group of well heeled friends meeting round an Aga in a Kensington news, to a brand worth millions of pounds and an ambition of global domination. In this Religion Media Centre briefing, Dr Atherstone answered questions from Ruth Peacock, Rosie Dawson, Andrew Brown, Andrew Carey, Hannah Rich, Dr John Maiden from the Open University, and Dr Tim Hutchings from Nottingham University. For more information on Religion Media Centre briefings: [email protected]