Beware Sub-Premium Growth

We've written in these pages about the "myth" of trading up, and I spoke about it briefly in my NBWA breakout session, "Beer Distribution 2010".The short version is that there is very little actual trading up, but rather older budget beer consumers on fixed incomes are either dying or drinking less while younger adult consumers are entering the drinking pool at a higher price segment. Sure, some baby boomers, as they have more disposable incomes, are trading up to SPIM