MillerCoors’ Kevin Doyle: Chains Need All Those Premium Light Packages

July 17, 2012Dear Client:In our recurring coverage of the category management debate -- particularly the give-and-take between domestic premiums and craft -- one question that's been asked repeatedly is: Why do premium lights have so many SKUs on the shelf these days? I mean, do we really need a six pack, 12 pack, 18 pack, 20 pack, 24 pack, 30 pack, 16oz, 24oz, 32 oz -- all of the same brand, and all available in bottles and cans?We posed this