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Louis trade, however, was the plum of the market. Here, millions of gallons of beer were already being consumed each year. There was plenty of money to be made in St. Louis and Adolphus set out to make some of it.
Adolphus did not have the best beer in town by far. It is said that the beer that he initially tried to sell was so bad that customers often spit it back over the bar...
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William Lemp had a brew that was vastly superior to Adolphus', and Adolphus knew this, so he worked vigorously to correct his own inadequacy. However, in his search for a brewer and a formula, he never let his production be interrupted. If bad beer were all that he could produce, then he would have to find a market for it...
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