Somebody on another forum I frequent posted that they were at an even and the beers were $25.00. Not sure the size.
There has to be some kind of study that shows the relationship between price and quantity. As in, what's the price point that we can charge the most for beer and still sell more? At $25 per beer, I doubt the average person is buying more than 1-2. At $12 per beer, I'd think 3-4 at most. I could easily consume 5-8 at any sporting event (price notwithstanding), so is there a point at which you make up in volume what you don't make in price? The fuggin' beer itself has to be the cheapest part of this equation. Probably cost something like $1-2 each to have them delivered. Maybe less.