Is Light Beer Sick?

For the vast majority of beer distributors out there, light beer is their crucial workhorse. It has a 56% volume market share of the beer category in Symphony IRI supermarket scans, by far the largest sub-category within beer. And yet it's been losing share at almost a full share point a year, prompting SIG vp Dan Wandel to remark during the Brewer's Association PowerHour presentation last week that "light beer sales continue to be a major problem for the beer category."

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