Making Beer Cool Again

Amid the tough talk with analysts today about the importance of maintaining and gaining share, and how keeping share is less expensive than regaining lost share, there will be much discussion about A-B's responsibility as the industry leader to enhance the image of the entire beer category.After years of riding on the back of sports, T and A, and humor, the industry is finding itself outmaneuvered by our competitors. We think we know gist of it: wine ate our shorts