The Great 2005 Red Pricing Massacre

It's easy to see, now that the year is over and we have the scans in, how A-B was able to gain back its share: It's the 2005 Red Pricing Massacre, and there are many casualties. By slashing pricing in premium and sub-premiums, A-B narrowed its price gap with Miller, Pabst, (and to a lesser extent, Coors) over the last six months, and everybody has paid for it.The Golden Cases strategy for Miller was harder to execute against A-B than