How Chasing Volume Rather Than Dollar Share Killed My Father

Dear Client: Recently I opined that perhaps the most important metric for gauging a beer brand's performance is the year-over-year change in dollar market share.  I'd like to explain why, because it occurs to me that while I've been reporting on this for 20+ years, we have a hella lot of newcomers who may not appreciate how important market share changes are -- as say compared to a mere percent change in volume or even dollars.   When I started writing