Cardella Talks on 3-Tier, Trends, and
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Dear Client: MillerCoors eastern president Tom Cardella estimates that the beer industry's 2% shipment loss in 2009, plus the trading down and channel shifting, equals a staggering $1 billion in lost retail sales for the year, money that could have been "reinvested in the industry to generate more value," he said in a speech to Illinois and Michigan beer distributors this week. (Your editor was not in attendance, but an obliging wholesaler/stringer graciously provided his notes). Tom said that he's