We Have a Category Problem

Dear Client:When at the Heineken USA distributor conference in Chicago last week, I was stopped in the lobby of the Oriental Theatre by a very large and influential distributor in the lobby. He said very sternly to me, "You've been writing about beer being flat for years. Wine and particularly spirits are still growing. We have a serious category problem."He went on to confirm that in his top 5 U.S. metro market, nearly all light beers are down, and the