Three Ways to Drive Volume

Beer trends have rebounded somewhat as Super Bowl timing has improved trends in February. For the three weeks to Feb. 6, the beer category was down -1.1% in supermarkets, according to IRI, while the latest week the category is up 20.3%. But it's still not setting the world on fire, and there is some evidence that brewers are expanding their discounting to drive volume. While A-B was concentrating on 24oz and 16oz can discounting, several distributors are reporting that discounts