On Volume and Pricing

Volume and pricing, pricing and volume. According to the laws of supply and demand, these two variables are always at odds, and have an inverse relationship. In the mid-1990s, the beer industry sacrificed price for volume. Jack "Mack the Knife" MacDonough (then president of Miller) lead the way, slicing prices with deep discounts to drive volume, and A-B matched in order to maintain share. Miller was scared, but A-B was also scared, fresh from giving up tremendous volume the previous