Who Says July 4 Was a Bust?

Throw out whatever you've heard about July 4 being a dog. While most pundits reporting soft volumes for July 4, and indeed they weren't a'fire, there were some bright spots. While we sold less beer, we apparently charged a lot more for it (or rather people traded up to higher priced brands), and therefore the industry made out pretty well financially. First, let's look at c-stores, which for the past couple of years have led the beer category in growth.TOUGH