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but the staple article you have in bulk goods, with the
understanding that 3'ou sell as good a whiskey as pos
sible. All this depends upon the style of your estab
lishment. The wholesale price of the best bulk goods
is from $3.25 to $4.00 and $5.00 a gallon.
Even by paying the extreme high price of $4,
you can readily see how beneficial it is to
recommend your bulk goods, as they will then
cost you about $2 less a gallon than the case
goods. In a medium-sized business, where they only
sell ten gallons a day, it amounts to $20 difference, or
about $7,000 per annum. The entire remedy lies in
the power of the proprietor, and it is with him whether
to push and sell case goods, or to place before the pub
lic the merits of bulk goods. The former are not all
superior to the latter. While the last-named improves
daily within the confines of the barrel, there is no im
provement of the ease goods within the limits of the
bottle. It is the fancy label and the winning exterior
appearance of the bottle that has made the public
think, they are getting a superior article, but, in nine
cases out of ten, it is not so. Therefore, I advise any
man not to push the case goods more than possible, for
he is only injuring his own business by doing so. I
do not wish it to be understood that a proprietor should
decline, at any time, to recommend case goods, but he
should not disparage them, simply from a feeling of
economy. All this particularly refers to imported
goods, such as Scotch and Irish whiskey, in which the
profits are so small and reduced, that if any one should
sell only that class of goods, he would exist in busi
ness but a week. Some of the distilleries put up their
older whiskeys in case goods, but, generally, they sell
the same article both in case and in bulk goods.