On the Coming Summer Price War

First, let's clarify regarding A-B's new distribution program which several sources view as a space grab related to their aggressive price reduction initiative: Space Assortment Price (SAP) Initiative, which seeks to "focus on achieving distribution for core brands via the 15 highest velocity SKUs. SAP will be considered executed when at least 13 of these 15 SKUs are in a store. The goal will be to grow the number of executed SAP accounts by 20% at end of this year," says a memo from the Wholesaler Panel.

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