Pricing Starting to Get Ugly

We kinda knew it was a matter of time, right? As A-B and Coors continue to gain share against a once-hot Miller Brewing Co., Miller responds in select targeted markets with IRCs (instant redeemable coupons, the crack cocain of our industry) on premium and near-premiums. We have confirmation of IRCs in Iowa, and with IRCs-in-waiting with a chip combo in Florida, and a myriad of tie-in coupons in California for all brands, with more to come in all likelyhood.CALIFORNIA IS