A Contrarian’s View to Bottle vs Can Pricing

Dear Client: In yesterday's issue of BBD, I took issue with Constellation and Heineken USA's strategy of "decoupling" 12 pack can pricing with bottle pricing, pointing out the iconic nature of both the Corona painted clear bottle and Heineken's green bottle.   But I got schooled by a legendary beverage strategist whom I've known and respected for over a decade, Charlie Frenette, formerly of SABMiller and Coca-Cola, who pointed out some history. He writes: "The Heineken and Corona can pricing