On Pricing and Volume

As industry pricing continues its slide in the off-premise segment (latest IRI scans show pricing up a scant 1%), the industry wonders how deep it will go for Memorial Day and beyond. Easter timing and sell-days created panic. It may be particularly ugly since we are up against higher volume comparisons in the earlier part of the summer.A-B's position that the main purpose of the recent discounting is to bring their brands' retail pricing in parity with their competitors. This