Repackaging Christianity: Alpha and the building of a global brand

The story of Alpha is of major significance for understanding the place of religious faith in the modern world, but that story has never been told - until now.

Since its launch in 1993, the Alpha movement has evolved from 'supper party evangelism' in the Kensington suburbs into a global brand of Christian outreach. Today, over a million people attend Alpha every year, but the history of its rise to popularity has never been documented. What caused such spiritual renewal in an age of sceptici...