The Sun.
London, England, 1844-04-02 00:00:00

ALLSOPP'S PALE ALE

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SONS
3IEnSe cSesßs i tBy A
Messrs. Bass and Co., purporting to be a correct representation of
the current prices and shipments of Pale Ale to the East Indies.
The incorrectness of the returns alluded to has been fully shown in
a former advertisement, notwithstanding which Messrs. Bass have
pertinaciously refused to withdraw the same, thus rendering it in-
cumbent upon Messrs. Allsopp to lay before the pnblic the following
detailed account of the actual transactions in Pale Ale shipped by
themselves and Messrs. Bass respectively. In order to avoid the pos.
sibility of mistake, the most careful examination of the official re-
ports of the Indian markets, during a period extending over the
months of November, December, and January last, has been made,
and Messrs. Allsopp confidently submit the result as a proof of the
superior estimation in which their Ale is held throughout the three
Presidencies.
CALCUTTA.

The overland " Bengal Hurkaru" (Nov. 17) says :
" Of Allsopp's Ale 430 hhds. have been sold at Company's rupees
67 to '77 per hhd.; and of Bass's 300 hlids. at from 65 to 67 rupees."
The " Review of the Calcutta Market" (Nov. 14) give this quo-
tation :
Allsopp 6B to 70 rps. per hhd. 1 Bass 65 to 67 rps. per hhd.
On the 14th of Dec. the same price current quotes sales of 400 Mule.
of Allsopp's Ale, at 72 to 75 rupees, and Bass's ditto at 70.
The " Bengal Hurkaru" (Dec. 19) quotes the following sales :
hhds. rps. ans. hhds. rps. ans. rps-
Allsopp ...........2A' 72 8 Ras* 100 tie 0
Ditto "00 75 0 Ditto lOO 70 0 to 72
Messrs. Gladstone's reports of the market for Ale (N0v.13) were:—
Allsopp 18 to 70 rps. 1 Bass ...65 to 66 rps.
the
htoli fojfan
On the 14th of December the same firm quote the prices of Ale
as nominal, except Allsopp's, which had been sold at 75 rupees, and
"
December,uary a 85mrupees
L(s3oaMatheson,hhds).
On and Co., say,
" No sales of Bass's Ale have been made for some time past ; we
cannot, th erefore, give an actual quotation ; but rupees 67 to 70
may be considered its value, five
brewing."
Under the head of Calcutta, Messrs. Allsopp
have only to add
that Messrs. Bass and Co. have quoted sales of their own Beer at
that place at 80 rupees, and Messrs- Allsopp's at 75 rupees per hhd. ;
and on the 17th of January they even quote actual sales at 90
rupees. Messrs. Allsopp have taken some pains to ascertain the
truth of these statements, and find that the ground for these quota-
tions is a shipment ef 10 butts by the " Tecumseh," 8 of which,
having been consumed on hoard the vessel, were charged to the
owners at 90 rupees per hhd. as by account sale rendered • 17th
January,-1844, the remaining two being landed at Calcutta and sold,
one by private sale, at 85 rupees per hhd., and the other (ullaged)
at 70. '1 he actual sale alluded to by Messrs. Bass and Co. on the
22d December,' at 80 rupees, turns out to be the identical parcel
quoted above, and Messrs. Mackay Holt, and Co., by request of
Messrs. Allsopp, having applied to Messrs. Bass and Co., for account
sales confirmatory of this statement, are informed by them that "there
are no account sales corresponding therewith."
MADRAS.
The last recorded sales of Beer on the spot (Oct. 18) stood thus :
Allsopp 7O rupees per hhd. I Bass 65 rupees per hhd.
Messrs. Bass and Co., state, under this head,
that some of their
Beer had been sold at 68 rupees 8 annas. This. however, as it ap-
pears from the statement of Messrs. Haviside and Co., was for ale of
the present season to arrive; while, at the same period, Messrs. Hall
and Co., of Madras, had refused that price for 41.0 hhds. of Allsopp's.
The attention of the public is requested to the ingenuity of Messrs.
Bass ana Co.'s representation in this instance.
BOMBAY.
The sales of Ale at this place, as per Price Current tNov. 1), were—
Allsopp '2oo hhds. at 65 sups. 1 Bass CO rups. to 61 sups
The s inc Price Current (Dec. 1) says :—" We have been apprised
of a sale ef 50 hints. of Allsopp and Co., at 65 rupees per hhd; of
Bass's two sales have been reported to us, one of 52 hhds., at 61
rupees, and the other of :15 hhds., at 60 rupees.
Another Price Current (Dec. 1) remarks :—" We have heard
mention of 2, 0 hhds of Allsopp's having been sold, since the dispatch
of the last mail, at 65 rupees per hhd., which cleared the market for
the time. A further supply of 300 hhds. has since come in, of which
some had been previously sold at the above price to arrive. The de-
mand for this brew has been brisk throughout the month, arising, as
we understand, from the very favourable reports received from the
country of the quality of last season's brew."
SHIPMENTS OF ALE TO INDIA.
Under this head Messrs. Bass have attempted to take an advan-
tage in publishing the exports of Messrs. Allsopp from the Ist of
October to the Ist of February last. The returns are, however,
grossly untrue, inasmuch as they have understated the shipments of
Messrs. Allsopp in that time to the extent of 600 hhds. to Calcutta
alone. It is true that Messrs. Allsopp's shipments at this period were
unusually small, and that, with the exception of about 200 nhds., their
shipping season did not commence till late in November, in conse-
quence of verrextensive alterations and enlargements in their brew-
ery, which increased business obliged them to make. It is necessary
to observe, however, that there Is great possibility of error in arriving
at the correct account of exports of Beer, and on this account
Messrs. Allsopp have not ventured to publish the shipments from
1842 to 1843, lest they should not be strictly correct, but from Oc-
tober,
1841, to October, 1842, they were as follows, as admitted by
Messrs. Bass :
Bombay. Madras and Calcutta. Total Hhds.
Allsopp
Bass
Messrs. Allsopp have only to remark that the shipments of the
subsequent year have been as nearly as po-sible in the same proportion,
notwithstanding Messrs. Bass and Co.'s "four months' statements,"
when their brewery was not at work.
In closing the above exposition of the advertisement put forth by
Messrs Bass, it is necessary to state that, on a private representa-
tion of its gross incorrectness being nude to that firm by Messrs.
Allsopp, a reply was received in which the admission was made that,
by a typographical taros, some misstatement had occurred. In that
letter an alleged "corrected form" was inclosed, containing the same
glaring inaccuracies, which Messrs. Allsopp have been thus corn.
pelled to expose. Messrs. Bass and Co. were the first to adopt a
system of advertising their intention to assume a position in India
with regard to the consumption of their Beer, to which they havo
no claim, cannot be misunderstood; and, hewers!' repugnant to
their own feelings, Messrs. Allsopp consider it due to themselves
and the public to expose the misrepresentations which have been so
industriously circulated, and defend the preeminent position which
Ale of their manufacture has invariably held both in the Indian and
the home markets.
Burton-upon-Trent, March 28, 144.
* It will he observed, as a curious fact, that these quotations of
sales are represented by two casks landed in Caleatta, one by private
sale at 130 lupeitii, and the other iullaged) at 70 rupees; whilst on the
same day (17th January), Messrs. Gladstone and Co. notice is whole-
sale sale of 50 hhds. of Allsopp's at t 5 rupees.

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