Independence Day for Supers

Independence Day is the largest beer drinking holiday, and the most important for the off-premise channels. Out of the entire beverage category, beer ranks second in dollar sales off-premise behind carbonated soft drinks. The next largest selling beverage is bottled juice, at 10% of beverages sales, according to IRI. So beer is still king.BIG BOX IS BIG BUSINESS. As we all know, the club stores are taking share from the other off-premise channels, particularly on big holidays. And what is