The Indianapolis times. [volume] (Indianapolis [Ind.]) 1922-1965, 1933-09-16
CHORUS RISES
TO ROAR FOR
CHEAPER BEER
Ten-Ounce Stein Can Be
Sold for Nickel at Profit
Wholesalers Say.
Continued From Page One)

brewery and cite the state excise
departments report, which shows
that after state and government
taxes were paid, from April Z to
Sept. /, the Indiana Breweries, In
dianapolis, sold H. 91 barrels Of beer
for a gross profit of $111,525, with
out figuring cost Of overhead,
manufacture, salaries, or $4,000 in
license fees.
But the roundelay continues, for
the. brewery says the high cost OF
beer can be attributed to an in
crease of 400 to 500 per cent in the
price of hops, cost Of equipment, in
terest on investment and the need
of more employees to operate under
NRA.
License, Tax Costly
Every barrel of beer that leaves
the Indiana breweries costs $6.72 in
licenses, and state and federal taxes.
Nine dollars of every barrel that
sells for SIG is left to the brewer for
payment of manufacture, overhead,
utilities, insurance, and interest on
investment.
The retailer says this local beer
should be sold to him for 81 less a
barrel, giving the brewer but SIS a
barrel as a working margin.
The brewer says that the cost OF
equipping a brewery, high taxes,
and the high price of ingredients,
must be met.
Both brewer and retailer will cite
next years state and federal taxes
that must be paid and the high
overhead cost in the lean winter
months.
The city's wholesalers sing the
same song, but with variations.
Importer Is Target
Some are satisfied with their
profit margin on imported breWs,
but dissatisfied with the payments OF
So barrel to an importer who never
sees the beer, in many cases, which
he secures from the out-State brew
cry for the wholesaler.
The wholesalers blame the retail
ers in some instances for not giving
the public all the beer it has COM
ing.
"Ten-ounce stems for cents
would be a possibility even now.
And there's no question that four
ounce stems and even sixteen
ounce stems for a dime can be sold
at a prof1t-and fair profit,
charges one wholesaler.
spot" is the one word that
shouts whether a retailer is making
money on his beer. 1t is the opinion
of many wholesalers and retailers
that the city is sur4eited with beer
parlors and that in time the own
ers with the best "spots" will sur
vive, while the little fellow who
hardly can make his license cost
will turn to another commodity or
another business.
Better Ones to Survive
And as the best spots" survive,
so it is forecast that the better beers
will hold their collar longer for the
public.
1.-THE fellow who is serving five or
six different brands Of beer instead
of two or three, is like a sailor try
ing to plug three leaks on sink
ing ship with but one plug" says
one retailer.
Narrowing down Of competition in
retailers of beers, and wholesalers
will be done by the red or black
side of the cash books, it is said.
Cut out the importer" is the
chorus of retailer and wholesaler,
land we'll have cheaper beer"
1.-The price of beer must be scaled
down by the brewer, a little by the
wholesaler and a lot by the re-
taller if indianapolis is to get a true
12-ounce stein of beer or even a 10
ounce mug for 5 cents" says one
brewer agent.
Next: How high is the beer col
lar, how deep the mug? Are beer