Our Serious Category Problem

Dear Client:Unemployment, gas prices, price increases, hard comps, sell days, holiday timing, and of course that old standby, weather. We are starting to run out of excuses as to why the domestic premium and sub-premium light beer category is continuing along it's slow death spiral, as most if not all of those above "headwinds" aren't there anymore. So we invent new ones: The NFL viewership is down, people aren't going out to casual on-premise accounts anymore, etc. -- "but rest