A New Era for Beer Marketing?

Dear Client:In the past, like most other CPG categories, the beer industry has embarked on a pattern of discounting to boost volumes. We note the Wharton School's Leonard Lodish and the Fuqua School's Carl Mela whose research shows that suppliers have damaged their brands by investing too much in short-term price promotions and too little in long-term brand building. The reasons we fell into these patterns is the onset of daily sales data, the difficulty in measuring the effects of