The daily gazette., 1877-08-08
From the Reading Eagle.
Lager Beer at Three Cents a Glass


WHAT LAUER, THE BREWER SAYS ABOUT
1T CAN 1T BE DONE2-THE TINE
WHEN BEER WAS GIVEN AWAY IN
READING. ,..,
Frederick Lauer, brewer, was consult
ed by an Eagle representative as to the
possibility or probability of retailing
cool and foaming lager at three cents a
glass. .,'.. -.
My dear sir, in this fast age almost
anything can be done. You remember
the time or have heard of it no doubt
when they gave lager away for nothing
in Reading. Yes that was an exciting
time. Dutch Levy and Dutch john
two well known saloon men in their day
i'll this city, were great rivals. One day
Levy put down his beer to four cents,
then Dutch John put his beer down to
three cents, and finally Levy took off
another cent and sold big glasses of the
best beer at two cents, and then Dutch
John sold his for one cent a glass. Levy
then mounted keg on the pavement and
actually gave his beer away for nothing
to whoever would pass the saloon. OF
course that kind of business wouldn't
hold out, but just refer to it as an ex-
ample as to what extent some people
will allow themselves to be driven by
active competition, you know. Poor
fellows they are both dead and gone now
but we had many pleasant hours TO-
gether while in social and business rela-
tiOns.
"When lager was first introduced here
it was sold at ftp glass, or six and a
quarter cents. There have been several
kinds nf haar hra xyad nd cold ot
times and at..various prices. A long time
ago beer was sold at four cents a glass,
and when the war broke out it jumped
to five cents, where it yet remains, and
where it will remain. Nothing can le-
ultimately reduced the price unless
great many changes are brought about. l
am told that they are selling beer at three
cents glass in various places ont West
So far as can learn they are only iso-
lated cases ard no doubt brought about
by active competition, such as took place
in Reading long time ago. Then again
! they use very small glasses. A big
honest glass of good lager is worth five
cents to any consumer, and 1t is impos-
sible at the present time to furnish it any
cheaper. The prices of hops. barley and
malt as compared with the prices twenty
| five years ago are nearly double now to
| what they were then. The brewers must
pay one dollar on each barrel to the gov
erRment, and when we reckon the in
creased expenses all around, the coast of
materials, wages and the hundred and
one costly Improvements necessary in
we'll regulated brewery, it will be atlonce
seen that lager now at five cents glass
is cheaper than the lager twenty five years
age, that was sold at three cents per glass
You can see in the Eagle that the legiti-
mate and regular retail rates for first class
lager beer cannot be less than five cents
a glass. Of course there can be brewed
a beer to be sold in small glasses with
very thick bottoms, that can be sold for
three cents glass, but the people would
be cheated, and the sellers of that beer
would make twice as much money as they
do now. No body ought to find fault at
paying five cents for glass of fine stock
lager beer. 1t is the cheapest drink in
world and the best, all things considered.
The same remarks as to the costs of brew
ing ale hold equally good. In these times
whenever you hear of three cent beer or
ale, then look either for short outbreak
of competition for little fun, or he pre-
pared to get very bad quality of beer in
a very small glass;" -,