IRI Reveals “More Boom than Bust” This 4th of July

Dear Client:Just when you thought we were done breaking down how the beer biz fared during the July 4th holiday period. We're back with even more data, courtesy of Dan Wandel, IRI's principal of bev alc.Dan told BBD this year's holiday sales results proved to be "more boom than bust" for the Beer Category. Ain't that the truth. For the two weeks ending July 10, overall beer was up 5.8% in the largest channel, multi-outlet and convenience (MULC), with "strong