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Motley Fool Hidden Gems Investing

The Summer of Beer and Whiskey

Motley Fool Hidden Gems Investing

The Motley Fool

Business, Investing

4.33.1K Ratings

🗓️ 30 June 2020

⏱️ 2 minutes

🧾️ Download transcript

Summary

Professional baseball almost didn’t make it out of the 1880s. In his book The Summer of Beer and Whiskey, writer Ed Achorn explains how a new owner of the team in St. Louis helped saved the business of baseball with creative ideas like selling beer at the games. Learn more about your ad choices. Visit megaphone.fm/adchoices

Transcript

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0:00.0

With the Motley Home Money Extra, I'm Chris Hill.

0:09.4

Time for a little sports history.

0:11.7

In the 1880s, the business of baseball was in trouble because the people running the

0:16.2

National League refused to have games on Sunday, refused to sell beer at the games, and

0:22.1

charged 50 cents a ticket.

0:24.8

Back then, that was a lot of money, but one new owner changed everything.

0:30.4

It's a story captured by a longtime journalist Ed A. Corn in his book The Summer of Beer and

0:36.1

Whiskey, How Brewers, Barkeeps, Routies, Immigrants, and a Wild Penetite made baseball

0:43.2

America's Game.

0:44.9

In it, he tells the story of that new owner, Chris Vandere.

0:50.1

He was a grocer.

0:51.8

He came over here with essentially nothing.

0:54.4

Classic immigrant story, worked hard, built up this grocery, had a saloon out back, and

1:00.0

then he noticed this strange American sport taking place down, right down the street on

1:05.2

Grand Avenue in St. Louis.

1:07.7

And several American-born people had tried to make a go of baseball and it failed.

1:13.2

He decided to give it a shot, and he had a great business plan.

1:17.8

He was going to have Sunday baseball, he was going to have beer at the ballpark.

1:22.6

In fact, he did it primarily to make money selling beer, and he was going to charge 25 cents

1:28.6

admission, which was half the national league fee.

1:32.4

And what he discovered very quickly is there was a hunger and a passion for baseball that

1:37.5

was untapped.

...

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