Was July 4 Decline Overblown?
The Wal-Mart Effect

Dear Client:There's been a general feeling of doom that July 4 beer sales were terrible. Indeed, for the 4 weeks ending July 11, all channel scans by Nielsen show the industry off by -1.6% and dollar volume grew just +0.8%. The food channel for those same 4 weeks was -0.6% in case volume and +2.3% in dollar volume, while the convenience channel was off by 1.7% while dollars grew a meager +0.4%. So, yeah, nobody doing back flips over those