Selling on Image, Not Price

The Beer Institute reported that US imports were up a big 13.2% in April, bringing import shipments up 10%. The import category is lead by Mexico, with April shipments up 23% and YTD shipments up 18% (see chart below). Just goes to show you that beer is being sold on other attributes than price.Late last week we interviewed Barton Beers president Bill Hackett. Barton is a division of big alcohol beverage company Constellation Brands, which recently purchased Mondavi to become