We Don’t Have a Category Problem, We Have a Brand Problem

Dear Client:  Industry conferences are a good place to get a gut check on what is on people's minds -- concerns, opportunities, relevant trends and the like. The Beer Insights Spring Conference last week was no different, as speakers and audience questions centered on the softness of beer demand (particularly in April), the co-mingling of beverage categories (welcome to the beer industry, Gallo), the growth of what Boston Beer's Jim Koch calls the Fourth Category, (consisting of RTDs and FMBs