I remember once in Charleston; my great uncle is a Blue Crab captain; she crab was going to the market stalls at $.97/lb. The market stall mongers sold it to restaurants at $1.70/lb by the crate or to home cooks at $2.50/lb by the crab. (the beauty of living by the ocean, cheap, fresh fish.) If you went to the docks early enough in the morning, you could get crates for $1.20/lb while the guys were packing the catch for market.
My point is, if you are near a lobster boat fleet(I don't know if you are), they may be going straight to the docks and buying it above what the mongers are paying but below wholesale. They would still be operating on a very slim margin and hoping for reseats but, in my experience, that would be the way to do it.
Also, what sort of beers. If there's a bottling plant in the area, they may have a deal worked out to get a massive price break for hanging their signs all over and use their banners for announcements.
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