General Price Increase 2006: Fact or Fiction

Distributors are reporting cracks in the walls when it comes to the promise of a real price increase in January and February. As we've said before, it behooves the big brewers to initiate some kind of price increase, even if it is dealt back in discounts immediately, since the splits work against the distributor for some brewers.The first test is always Super Bowl. In an effort to obtain Super Bowl ads, brewers will show their restraint or lack thereof by