Török Róbert (szerk.): Ez sör! A sernevelőtől a sörgyárig. A magyarországi sörgyártás és fogyasztás története (Budapest, 2018)

III. A hazai sörfogyasztás kultúrájának alakulása

A Pilseni Sörcsarnok étlapjának borítója, 1900-as évek Cover page of the menu of the Pilsen Beerhall, 1900s

háromszázezer forint többletre kalkulálnak. A mi valószínűleg be is fog folyni, ha tekintjük azt a lázas munkát, mely most a sörgyárakban folyik, hol a temérdek megrendelés miatt a sört már 2-3 hétre szállítják s így se tudnak a követelményeknek megfelelni. Ezen jelenségnek kell tulajdonítani, hogy az ország több részéből mozgalmakról értesítenek, melyek új sörgyárak alapítását czélozzák." (Borászati Lapok, 1892. november 27.)

the immense shortage that followed wine surged drastically in price. One result of this was that the demand for drinking beer increased all throughout Hungary at this time, and this also exerted a pulling effect on malt production. The latter proved a very good business indeed, and most of the country's barley production was used to this end. (Hungarian malt was a much more sought-after product than Hungarian beer. Germany imported immense amounts. Belgian breweries repeatedly complained that the Hungarian malt is too expensive and they cannot afford it.) "The high wine prices that result from the phylloxera-induced destruction have set off a rapid surge in beer consumption. This was of course predictable, and the state's rising tax revenue from beer consumption provides a striking illustration of this trend. Last year, the revenue from this tax was over 100,000 forints higher Ithan in the foregoing year], and this year the increase is estimated to reach 300,000 forints. And looking at the feverish activity at the breweries, that is likely to be attained. At this time, the breweries can't keep up with demand and beer deliveries take 2-3 weeks, and even that is often not enough to cover the demand. This phenomenon explains reports from ever new corners of the country informing us about initiatives aimed at setting up new breweries." (Borászati Lapok, 27 November 1892)

The inauguration of a new brewery was a veritable celebration in this period. "The large steamboat of the Hungarian company was barely able to hold all the guests, who were greeted by cannon fire and hoorays upon de-boarding. The premises had been decorated quite nicely be Lehmann. One inscription read: »Beer is a piece of civilisation«. The festive meal took place in a merry mood, amidst sumptuous meals, champagne and toasts. Several prominent personalities were present, including Ernő Holtán, SebőVukovics, etc. There was also a velocipede race and fireworks. Looking at the premises, everyone said or thought: Long live Frohner, this upstanding citizen whose entrepreneurial

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