English Lager (part four)

Here we are with English Lager again as I squeeze the last few drops of interest out of the article.

The author seems to have a very different view to me of where Allsopp was intending to sell their Lager. I'm convinced they were mainly looking at export markets.

The new beer will most likely be consumed at home, for an export trade can only be done with such beer in bottle after it has been pasturized, the beer in bulk not lending itself for removal to distant countries. Moreover the ice-machine has enabled fairly good beer to be brewed in the tropics and in other trying climates, and this locally manufactured beer has largely interfered with our exports. In hot countries there is a necessity for cooling drinks and especially where the air is dry as in the United States. These drinks need not be non-alcoholic, and in general are not so, consequently lager beer in good condition nicely cooled is a tempting beverage, and has come into general use where it can be brewed or imported. No doubt during the summer months such beer would command a ready sale in this country. It has not done so already because unless quickly consumed it gets out of condition, and cannot therefore be used in sparse neighbourhoods or even in small towns. A firm like Messrs. Allsopp, whose possibilities are great through having ample means at their disposal to bring the beer before the consuming public in excellent condition, will do their utmost to make the distribution perfect through their numerous agencies, and we anticipate that as soon as this beer, when properly matured, is put on the market the sale of lager beer will be increased.
The Brewers' Journal vol. 35 1899, January 15th 1899, pages 5 - 6.

Presumably, Allsopp was planning on pasteuring their Lager, anyway. At least for exports. And if they did the same for the Lager they sold in the UK, then the problem of it going off quickly wouldn't be a problem. I've never heard the argument that a short shelf-life was the reason Lager didn't take off in the UK. And it doesn't ever seem to have been a problem in Europe. Lager being supplied yo even the tiniest Bavarian village without problems.

This last bit is interesting. About untaxed alcoholic drinks.

If so, it will be some gratification in these days of excessive competition to know that it is home made and not imported beer which has come into favour. From the figures we have given it is apparent that the absorption of all the lager beer trade of this country by the British brewer would not materially increase our trade, but there is a field for the consumption of such an article amongst many of those who now satisfy their thirst with herb and ginger beer, but who would gladly turn to a cool, clear, slightly alcoholic beverage like the weaker descriptions of bottom-fermentation beer if they could conveniently obtain it at a moderate price. In the North the sale of beer substitutes is enormous, and as for the protection of the revenue and the brewer, the Excise authorities have to wage war against the sale of beer containing excessive quantities of alcohol, but which has escaped duty, the lovers of a beverage richer in alcohol than legal herb beer will most likely transfer their consumption to this new product.
The Brewers' Journal vol. 35 1899, January 15th 1899, pages 5 - 6.

The implication is that many supposedly alcohol-free drinks, such as ginger beer, in reality contained appreciable amounts of alcohol. Would ginger beer drinkers swap over to Lager? Not until it was sold at a reasonable price compared to competing drinks. Something which we're still waiting to happen.