BIG ORDERS FOR BEER

Southland Times, Issue 25550, 19 December 1944, Page 4

BIG ORDERS FOR BEER

SOUTHLAND ALE IS POPULAR For the first time in 38 years Invercargill will celebrate Christmas and New Year as a licensed district. That fact has in no way relieved the shortage of spirits, however, and, as in other wartime years, the celebrations will be toasted for the most part in beer and wine. t Since last Christmas Invercargill has had included in its social amenities four drinking places, a brewery and two bottle stores. At first it appeared that those places would be sufficient to accommodate the southern thirst at holiday time, but according to reports this is not so. The demand for supplies of liquor has been unprecedented. Wholesale houses, the brewery and the bottle stores report record business, and the worry of suppliers is going to be the fulfilment of orders in due time. Trade at the Southland brewery in Mary stret has been brisk ever since the office was open for business several weeks ago, but in the last few weeks it has exceeded all expectations. Twelve men have been kept busily engaged brewing and fulfilling orders, and yesterday the signs were that the complete brew of ale might be disposed of before the holidays. Thousands of bottles which had been filled and labelled were dispatched, and orders for thousands more were about to receive attention. POPULAR ALE

There appears to be no doubt that Southland ale has achieved popularity and is in demand just as much as any of the better known brands. Connoisseurs have accepted it as equal to anything on the market, and the results of its popularity are shown in the returns and the Christmas orders. Not only the cost of a dozen and the convenience of obtaining it has made it popular; the quality is recognized, and the increased demand in the last twoweeks has caused the directors to instal additional plant to meet it. The manager of one firm said the orders for ale had been so great that he would not be surprised if there was a beer famine in Invercargill during the holidays. The prospect of many visitors had caused hosts to double or treble orders, and stocks were fast being overtaken. He had not seen such business in other years. As in other years, spirits have been rationed and those who are able to give an order to a wholesale house are lucky if they get half a bottle of whisky or brandy with a dozen of ale or stout. In the circumstances, it looks as if Hogmanay will have to be drunk on beer or wine again this New Year’s Eve. TRUST HOTELS The trust hotels will probably have a little more of most classes of spirits for consumption on the premises than in the last few months, but there will be no spirits for sale by the bottle. Cocktails, ports and sherries will be available in good quantities. All in all, there will be plenty of Christmas cheer for those not too fastidious of taste, and if the weather is warm over the holidays refreshing ales will be more welcome than ever.