It could be presumed that two breweries in the same town do business as bitter competitors. However, in Lafayette, this is only the case in the technical sense. The only 'bitter' substance between Lafayette Brewing Company, and People's Brewing Company, is a certain assortment of bitter beers. This point is proven in the distribution policy of each establishment.
Both brewing companies offer 'growlers' or ½ gallon jugs of beer for sale. Once empty, these jugs can be taken back and refilled. Lafayette Brewing Company features a discount on growler refills every Tuesday, while People's discounts growler refills on Wednesday. There seems to be a mutual understanding that Lafayette's citizenry love their craft beer, and complicating opportunities to obtain it will not help either company. This understanding ensures that there is peace in the Wabash River valley.
With discounted growlers on Tuesdays and Wednesdays, both People's and Lafayette Brewing Companies fill the middle of every week with sudsy happiness.