I know I'm back tracking on my previous comment (also I'm not affiliated with any homebrew retailers/distributors etc.) but when Donal said that he is breaking even at €20, he's probably only taking into account the direct cost of sale, i.e. the purchase cost & shipping cost. He's probably not taking into account his cost of; rent, wages, bank charges, website maintenance, etc, and therefore taking a hit in the long run.
Also, assuming he's paying €6.50 for shipping to customers this gives him a 35% gross margin which is actually a lot less compared to high street retailers of any kind in Ireland who have margins of 50%-60%, 90% in the case of pubs!
Now if Donal was money smart he would set his prices based on total cost. i.e. Rent, wages, repairs & maintenance, etc. and then give himself a 10%-15% margin on his sales compared to cost.
I apologise for the boring accountancy rant, but these guys are giving us a pretty sweet deal and I can see 1 or 2 of them disappearing from the market in the next few years if they keep up their price war. Then we'll be back to square one. So a bit of support for these guys won't hurt our wallets.
Also, Donal, I'll be billing you for the bit of accountancy advice above. <!-- s:D --><img src="{SMILIES_PATH}/icon_biggrin.gif" alt="

" title="Very Happy" /><!-- s:D -->