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It's very simple, it really is. From the club's point if view (or any business), the ideal price is the maximum amount that people are prepared to pay. If we charged £10 a pint then people wouldn't pay it, so we'd have reduce it. The club just have to find the right balance.

To add to that. You all moan and demand we re-sign Vicente, you demand we sign Bridge, you demand we sign Crofts, and then you complain when the price of a pint goes up by 30p. Maybe you should either a) pay for the new signings yourself or b) shut the f*** up. Or, go and watch a shit club in...

£3.90 a pint, about the same as it is in London, and about 30p more a pint than in Brighton town centre. Don't see how you can argue with that really, find me a football ground that sells alcohol at the same price it sells in the town. Say you have an average of 3 pints per game, that equates...