It's Christmas Eve and I've spent the morning looking through old documents. In particular, Whitbread sales by draught and bottled. Fascinating stuff. My life is non-stop fun.
There was a massive surge in the popularity of bottled beers at the beginning of the 20th century. It was partly fuelled by changes in technology which allowed the production of bright, artificially-carbonated bottled beers.
The proportion of Whitbread sales which were bottled doubled over the years 1901 to 1914, rising from a quarter to a half. The war knocked this back down to close to its 1901 level, but in the 1920's it soon rose back to around 50%.
The dubious quality of much draught beer helped bottled beer to continue increasing its market share after WW I.
For the whole interwar period, Whitbread's bottled and draught beer sales were neck and neck.
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