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Reuben Canada's Jin-Ja ginger beer (ginger, cayenne, lemon, mint, green tea, sugar, non-carbonated, non-alcoholic), brewed at the Rutgers Food Innovation Center down in Bridgeton, retails for $16 a .75-liter bottle, $9 for .375L, which is about three times as expensive as the wines I buy.

"It's a high price. We struggled. The first week, nobody bought it," says Ezekiel Ferguson, a manager at Di Bruno's on Ninth Street.

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