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Dear Client: As you read this, your editors are waking up in Phoenix determining disguises for Molson Coors’ annual Distributor Convention later today, where we will bring you all the details from our usual vantage point — lurking in the back with hat pulled low. But ahead of those highlights, a little stage setting is in order. Coming into this year’s MCDC feels a little different, understanding that a massive change is on the way, as CEO Gavin Hattersley is
Domestic Light Beer is Too Expensive
“I’m not talking about $15, $20 12-packs, I’m talking about $9.99 12-packs, $8.99 12-packs…. We’ve gotta get beer healthy.” -Ari of Outlaw Light Dear Client: When you’ve been in the beer industry for awhile, you get conditioned to the fact that for the past 20 years, domestic premium light beer has been and always will be in systemic decline. Yes, it’s still the largest beer category by far, but the fact remains that it is dying a slow inexorable death.
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