What made southern brewers lower its prices?

For some time, Southern Brewers was the only coffee supplier in the market, therefore they had a monopoly over prices, is to say the company was controlling coffee prices. When new companies appeared on the market, the Southern Brews had to lower its prices in order to keep the competition and be in the business.

So, the answer is: competition made Southern Brewers lower its prices.

where are the statements?