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Miller's Overall Volume Up on Higher Pricing

Miller Lite sales trends flat vs. last year, but trends improving; Worthmore brands up more than 60 percent.

Miller Lite brand volumes were level with the year-earlier period for the three months ended June 30, SABMiller plc reported today.

Miller Lite posted strong performance during April and May but volume suffered in June, which had one less trading day vs. the prior year.

Recall that Anheuser-Busch also reported a decline in sales-to-retailers in June, attributing some of that to weather conditions in Texas.

According the Nielsen data for the key Independence Day holiday sales period, Miller Lite sales have since picked up in July.

Miller Brewing Company is targeting low-single digit growth for Miller Lite.

"At Miller, we are encouraged -- but not satisfied -- with the improved growth trajectory of Miller Lite," said Miller CEO Tom Long. "To fully deliver on our aspirations for this great brand in 2008, you can count on us to continue to make Miller Lite our top priority."

The sales performance was disclosed as part of SABMiller's three-month trading statement. SABMiller is the parent of Miller.

Overall, Miller's U.S. domestic sales to retailers grew by 4.6 percent. Not counting the Sparks and Steel Reserve brands added last August, Miller's STRs slipped by 0.7 percent. Miller led industry pricing across the portfolio in the period.

Miller's effort to migrate its portfolio to the faster-growing worthmore segment showed signs of success. The Peroni Nastro Azzurro, Leinenkugel's and Sparks brands all delivered double-digit growth.

Overall, worthmore STRs grew by 63 percent.

Part of that growth is attributable to the newly introduced Miller Chill. Still early in its national launch, Miller Chill has exceeded volume targets.

Michelob Adds Taste of Cherry

New addition to “Celebrate” lineup.

Anheuser-Busch appears set to add a cherry lager style to its seasonal Michelob Celebrate line.

The brewer last month filed a certificate of label approval application with the Treasury Department’s Alcohol and Tobacco Tax and Trade Bureau for Michelob Celebrate Cherry lager.

The label information describes the brew as “a superior lager aged on real cherries with natural flavors.”

The label says the beer has 8.5 percent alcohol by volume.

The cherry lager joins Michelob Celebrate Vanilla Oak and Michelob Celebrate Chocolate in a lineup of high-end seasonal beers. The Celebrate lineup demonstrates how A-B is diversifying into a variety of niches as it looks for new avenues of growth.

To see a copy of the label application, click here.

Is Coors Making A Low-Cal Blue Moon?

Files trademark application for “Pale Moon Light.”

Is Coors Brewing Company looking to roll out a light version of its popular Blue Moon craft-style beer?

Filings with the U.S. Patent and Trademark Office suggest it might be.

The brewer last month filed trademark applications for “Pale Moon” and “Pale Moon Light.” The similarity of the names suggests they could be low-cal versions of Blue Moon.

That said, it’s important to remember that a trademark filing doesn't always result in a new product.

If Coors does roll out a light version of Blue Moon, it would fit in with a broader trend of brewers introducing worthmore light beers. Heineken USA last year made a splash with Heineken Premium Light. Boston Beer Co. has been ramping up marketing support for Sam Adams Light. Miller Brewing Company rolled out Miller Chill earlier this year as a trade-up, worthmore light beer.

Such an offering would fit in with Coors efforts to extend the Blue Moon brand as well. Coors has a full lineup of Blue Moon seasonals.

The challenge for Coors, however, is building the brand without making it appear to be big brewer product.

To read a Brandweek story with an anecdote about Coors walking that line, click here.

To see a copy of the Pale Moon trademark application, click here.

To see a copy of the Pale Moon Light trademark application, click here.

A-B Core Brand Weakness Concerns Analysts

Wall St. looking for improved performance.

Following up on Anheuser-Busch’s second-quarter earnings report, a number of analysts keyed in on weak core brand sales-to-retailer performance.

As reported in Brew Blog yesterday, the Budweiser family was down low single digits. Bud Light was up 1 percent -- a showing that was “not quite up to our expectations,” A-B Chief Financial Officer W. Randolph Baker said -- while Budweiser and Bud both were down. The Michelob family declined low-to-mid single digits. And the Busch and Natural Light families were down less than 1 percent.

Here’s how Wall Street analysts reacted.

From the Goldman Sachs Beverage Team:

"We maintain a Sell rating since we expect the stock to be largely range-bound as fundamental challenges for the core business remain a drag on EPS and sentiments."

From Bonnie Herzog of Citigroup:

"We are still skeptical of AB’s execution capability and are concerned that enough energy is not being harnessed to stem continued decline in the company’s core brands."

From Kaumil Gajrawala of UBS:

"We expect sequential improvements in A-B’s fundamentals over the next twelve months, but valuation and concerns on the core business keep us on the sideline… While import deals are offsetting the weakness, we believe A-B needs to improve the performance of its core brands, which still generate the bulk of its profits."

Previous Brew Blog coverage of A-B earnings can be seen here.

A-B STRs Soft in Second Quarter

Imports below expectations.

Anheuser-Busch posted soft sales-to-retailers in the second quarter as the Budweiser family slipped and imports performed below expectations.

A-B reported STRs increased by 0.1 percent during the quarter. However, that increase was driven by a 1.6 point contribution from recently acquired imports, including the InBev European brands.

Backing out imports, A-B's core brand STRs dropped by 1.5 percent.

While imports drove A-B’s STR performance, their showing was below expectations, A-B Chief Financial Officer W. Randolph Baker said during an earnings call. That was due to shortages and other issues.

Budweiser family STRs slipped by low single digits, as declines by Bud and Bud Select offset a 1 percent increase by Bud Light. The Michelob family slipped in the low- to mid-single digit range. And the Busch and Natural Light franchises were down less than 1 percent.

Sales to retailers slipped during April, increased during May and fell again during June.

Baker said sales to retailers showed improvement in July.

A-B’s shipments to wholesalers increased 2.3 percent during the quarter. Imported brands represented 1.9 points of that growth.

A-B’s earnings increased to $677 million, or 88 cents per diluted share, from $638 million, or 82 cents per diluted share.

Backing out the impact of the sale of a Spanish theme park and the return of an advertising fund related to beer imports, A-B posted earnings of 86 cents per diluted share.

The A-B earnings release can be seen here.

Miller, Coors Gain During July 4th Holiday

A-B loses share in supers as Bud, Bud Select decline.

Miller Brewing Company and Coors Brewing Company gained case and dollar share in supermarkets during the three-week Independence Day holiday period, according to beer sales statistics from Nielsen.

Anheuser-Busch lost share as a strong performance by Bud Light couldn’t offset declines by Budweiser and Bud Select, according to Nielsen.

Miller’s case share in supermarkets increased by four-tenths of a point during the three-week period ended July 14. Leading the way was Miller Lite, which gained two-tenths of a point. Miller Lite was helped by strong baseline (non-promotional) trends, improved retail execution and growth in more than three-quarters of measured markets.

Recently launched Miller Chill, available in 62 percent of measured stores during the period, secured a half point of case share in supers, according to Nielsen. That makes it tied with Heineken Premium Light, which had broader distribution during the period.

The Leinenkugels franchise, driven partly by the new seasonal Summer Shandy, picked up a tenth of a point of case share.

Miller’s dollar share grew by a half point during the period.

Meanwhile, Coors’ case share grew by four-tenths of a point, as Coors Light , Blue Moon and the Keystone franchise grew. Coors’ dollar share was up three tenths of a point.

Bud Light gained four tenths of a point of case share (and a tenth of a point of dollar share), but that wasn’t enough to overcome declines by Bud and Bud Select. Bud lost four tenths of a point of case share and Bud Select lost three tenths of a point during the period.

Overall, A-B lost three tenths of point of case share during the period and seven-tenths of a point of dollar share.

On the pricing front, Miller Lite led Bud Light and Coors Light. Miller Lite’s national average weighted case price was up 1.8 percent in supers during the period. Bud Light was up 1.5 percent and Coors Light was up 1.7 percent.

InBev-A-B Combo Likely Within 2 Years, Analysts Say.

A-B “in a box” without a major strategic alliance, report says.

Playing oddsmakers in the global beer consolidation game, Citigroup equity analysts are assigning a 70 percent probability to an eventual combination between InBev and Anheuser-Busch.

A deal could happen within two years, Citigroup’s beer industry analysts said in a report issued Sunday and during a conference call on Monday.

A big reason Citigroup is making the call: It believes A-B CEO August Busch IV is “incredibly focused on winning and regaining A-B’s past glory,” the report said.

A-B dominates in the U.S., but in recent years it has lost its global leadership position, the analysts noted. To reassert that leadership it needs to expand its global footprint. A deal with InBev is an obvious way to accomplish that.

“We believe August Busch is on a mission,” analyst Bonnie Herzog said during the call.

The report added: “We continue to feel that ... A-B is in a box without a strategic alliance with a major brweer such as InBev.”

Skeptics have said that neither A-B nor InBev would want to give up control. As a remedy, the analysts suggested the new entity would have a joint-venture structure that would give Busch a leadership position in the U.S.

Busch would “absolutely” have to have a role, Herzog said during the call. “Otherwise it’s not going to happen.”

Leinie’s Taking Weiss Beers to New Markets

Berry, Honey Weiss expansion starts this fall.

The Jacob Leinenkugel Brewing Company is deepening its presence in markets outside its Midwestern base.

Leinie’s this fall will start rolling out its popular Berry Weiss and Honey Weiss brands in Mid-Atlantic market areas. Las Vegas also will be getting the brands.

This move follows the broad geographic rollout of Leinie’s Sunset Wheat last year after its successful launch in the Midwest. Despite a limited time in market, Sunset Wheat finished the year as the third-fastest growing craft brand in supermarkets.

Leinie’s president Jake Leinenkugel signaled the plan to broaden distribution of Leinie’s during a presentation at the Miller Distributor Conference in April (Leinie’s is a unit of Miller Brewing Company).

“Sunset Wheat is just the first step in establishing a platform of wheat beers … comprised of Sunset Wheat, Berry Weiss and Honey Weiss,” he said. “We believe these three great products are a reflection of Leinenkugel’s impeccable beer credentials and our rich heritage.”

The expansion of Leinie’s is a key part of Miller’s drive to reshape its portfolio toward higher-end brands. As part of that effort, Miller is developing import brands (notably Peroni Nastro Azzurro and Pilsner Urquell) as well as new products (Miller Chill).

A Tale of Two Mexican Imports

Corona, Tecate going in different directions.

Corona Extra is absorbing the impact of a pricing increase that affected some markets nine months ago.

Tecate’s national average weighted case price in supermarkets is below last year’s level, according to Nielsen.

Guess which beer is growing in supers?

Tecate, with an average weighted case price 1 percent below last year’s level, gained two-tenths of a point of case share in supermarkets for the four-week period ended July 7, according to beer sales statistics from Nielsen. Volume-wise, that’s an increase of 21.5 percent, or 92,000 cases.

Tecate -- which sells at a much lower price point than Corona and targets a different consumer -- drove three-tenths of a point share increase for Heineken USA. The company's three leading Dutch beers (Heineken, Heineken Light and Amstel Light) all had flat case share performance.

Corona, as reported earlier this week in Brew Blog, saw its case share drop by three tenths of a point during the four-week period, according to Nielsen.

Corona’s average weighted case price was up 5.8 percent compared to the year-earlier period, according to Nielsen.

Corona has hit sales bumps after previous price increases and always recovered.

Crafts Gaining Shelf Space in Supers

Number of items carried up 20%.

Craft beers are gaining share in supermarkets as their distribution grows, according to beer market analysis by Nielsen.

Crafts increased their share in supermarkets by seven-tenth of a point for the four weeks ended July 7, according to beer sales statistics from Nielsen. Boston Beer, the biggest craft brewer, gained two tenths of a point of share.

That’s the sixth consecutive four-week period during which crafts gained that amount of share.

A big reason for the performance: Supermarkets are devoting more shelf space to crafts. The average supermarket carried 22.5 percent more craft items during the latest four weeks than during the year-earlier period.

While crafts are growing, imports are heading – at least for now – in the opposite direction. The segment saw its share decline by a tenth of a point during the period.

That’s the first decline for imports in 93 weeks.

Corona Extra is the culprit. Feeling the effects of a price increase that hit some markets nine months ago, the No. 1 import lost three-tenths of a point of share.

Miller Gains Share During July 4th Week

Miller Lite, Chill drive gains.

Miller Brewing Company gained share in supermarkets during the week ended July 7 thanks to the performance of Miller Lite and Miller Chill.

Miller Lite picked up two tenths of a point of case share during the period.

Newly launched Miller Chill, available in 63 percent of measured supermarkets, secured a half point of share during the period.

Overall, Miller gained six-tenths of a point of share during the week period. Anheuser-Busch’s share dropped by eight-tenths of a point as the Budweiser family lost a full point of share (Bud Light lost a tenth of a point). Coors Brewing Company, meanwhile, gained an eighth of a point of share.

Category volume was down 2.3 percent in supermarkets during the week..

For the longer four-week period ended July 7, Miller gained a third of a point of share. Miller Lite added a tenth of a point of share, helped by broad-based gains and an increase in baseline (non-promotional) volume.

During that four-week period, A-B’s share slipped by two-tenths of a point and Coors’ share increased by three tenths of a point.

Because the Fourth fell during the middle of the week this year, it’s difficult to get a read on how the category did during the holiday period. Some suppliers are looking at a three-week period to assess performance.

Miller Chill Momentum Continues

Gains share in supermarkets.

Miller Chill continues to gain share in supermarkets.

Miller Brewing Company’s new product secured 0.4 percent case share in supermarkets for the four-week period ended July 7, according to beer sales statistics from Nielsen. That’s up from 0.3 percent in the preceding four-week period.

For perspective, Miller Chill’s case share equals that of Anheuser-Busch’s Rolling Rock, Coors Brewing Company’s Blue Moon, and Sierra Nevada. And it’s a tenth of a point behind Heineken Premium Light’s case share.

It’s obviously too early in the brand’s launch to see what kind of share it ultimately will hold. But the early signs appear promising. Indeed, Nielsen data for the 13 weeks ended June 30 show it’s by far the fastest growing brand in initial test markets.

The brand also appears to be living up to expectations that it can move at mainstream velocity while presenting a trade-up opportunity at retail.

Chill’s 6- and 12-pack bottle velocity (sales per point of distribution) is approaching that of Budweiser and Coors Light in test markets, according to Nielsen data.

Moreover, Miller Chill is sourcing half of its volume from consumers who are new to beer, growing the total category base, according to Miller research. Fully 60 percent of the “beer switcher” volume represents trade up from mainstream and economy brands.

"Freshness" Time Again at A-B?

Packaging claim tries to differentiate King of Beers.

Anheuser-Busch once again appears set to tout the "freshness" of Budweiser.

The brewer has filed a number of certificate of label approval applications with the Treasury Department’s Alcohol and Tobacco Tax and Trade Bureau for primary packages with this text:

“Budweiser is made with fresh, all natural ingredients and is shipped brewery fresh. Brewmasters will tell you that fresh beer has a superior flavor, crispness and drinkability. When you choose Budweiser, you are enjoying beer that is fresh and at its peak of taste."

This is just the latest effort by A-B to stimulate consumer awareness and interest in "freshness." Back in the 1990s, A-B ran ads featuring Gus, a character who was obsessed about beer freshness. In 2004, seeking to fend off gains by Miller Lite, A-B touted Bud Light’s freshness. Miller Brewing Company responded with advertising that said all domestic beers are fresh and invited consumers to choose on taste.

A survey by Goldman Sachs in September 2004 found that the “message touting the Bud family’s freshness advantage does not appear to resonate (with consumers) as well as Miller’s competitive taste challenge.”

A recent story in the St. Louis Post-Dispatch explored how A-B plans to market its second-biggest brew, which has been declining for years.

From the story:

“In recent months, A-B has tried several approaches to Budweiser advertising, including humor — crabs worshipping a beer cooler during the Super Bowl, for example — and internationally flavored spots to illustrate the beer's worldwide appeal. One of the latest approaches is to zoom in on the beer's taste.

"When a consumer drinks a cold Bud, they're surprised by how good it tastes," Michael J. Owens, vice president of marketing for A-B's domestic beer subsidiary, said in May. "We've changed our message to focus on the taste of Budweiser."

The article notes that A-B will be holding sampling events to encourage people to try Bud.

The Post-Dispatch story can be seen here.

One of the label applications can be seen here.

Miller Hires Hispanic Ad Agency for Lite

Lopez Negrete joins roster.

Miller Brewing Company has hired Lopez Negrete as the Hispanic advertising agency of record for Miller Lite.

Lopez Negrete, which is based in Houston, will create integrated marketing campaigns across different media and work with other Miller marketing agencies.

"We chose Lopez Negrete because they are passionate about their work and have a proven track record in delivering creative integrated campaigns that work with Hispanic consumers," said David Dixon, Senior Director, Hispanic Marketing at Miller.

"There is an enormous opportunity in the Hispanic market and we look forward to helping Miller reach this increasingly powerful constituency," said Alex Lopez Negrete, president and chief executive officer.

The hiring of Lopez Negrete follows other moves by Miller to overhaul its agency roster. In recent months Miller hired BBH New York as its agency of record for Miller Lite and Saatchi New York as the agency of record for Miller High Life. Miller selected those agencies after splitting with Crispin Porter & Bogusky.

An Adweek story about Miller’s hiring Lopez Negrete can be seen here.

Chivas TV

Following in the steps of A-B.

Apparently following a trail blazed by Anheuser-Busch, distiller Pernod Ricard is plugging an online entertainment channel in support of its Chivas Regal scotch brand, according to a report in Advertising Age.

Pernod Ricard -- seemingly undeterred by the challenges A-B has faced in building a following for Bud.tv -- says the “This Is the Life” channel is a new way of communicating the brand’s lifestyle positioning.

The channel differs from Bud.tv in some respects, Ad Age reports. Its age verification system is less rigorous, which has invited criticism. And its content, unlike much of the programming on Bud.tv, is heavily branded.

The Ad Age story describes some of the content:

"The online channel -- the latest manifestation of the brand's web ramp up -- shows affluent young Chivas enthusiasts cooking gourmet meals on 50-foot yachts, boutiquing, golfing and learning about hand-rolled cigars."

The Ad Age story can be seen here .

Miller Chill Gaining Share in Supers

National TV advertising on air.

Miller Chill is gaining share in supermarkets as distribution expands.

The light beer, brewed with a hint of lime and salt, had 0.3 percent case share in supermarkets for the four weeks ended June 30, according to beer sales statistics from Nielsen. Due to its worthmore price positioning, it had 0.4 percent dollar share.

The new brew was available in 53 percent of measured supermarkets during the period, according to Nielsen.

Miller Chill's share is up from 0.2 percent case share and 0.3 percent dollar share during the four weeks ended June 23, according to Nielsen.

Miller Chill’s performance earned it the No. 2 rank among the Top Ten supermarket volume growth brands, behind Bud Light, for the current quarter to date through June 30.

And to put its numbers in perspective, Miller Chill’s case share during the latest period was greater than Michelob Ultra Amber, tied with the Bacardi flavored malt beverage lineup and a tenth of a point behind Blue Moon.

It’s notable that Miller Chill has gained this share without the benefit of national TV advertising support. The first national advertising broke yesterday.

Analyst Scales Back Heineken USA Forecast

Downgrades volume estimates.

Citing a widening price gap for imported vs. domestic beers and weak supermarket sales trends, an analyst is lowering her 2007 volume forecast for Heineken USA.

Writing on July 5, UBS Investment Research analyst Melissa Earlam lowered the volume growth estimate for brand Heineken to 1.8 percent from 3.0 percent.

Heineken Premium Light’s growth forecast, meanwhile, was lowered to 12 percent from 15 percent. She notes that her volume estimate of 1.2 million hectoliters (just more than 1 million barrels) is above “company guidance of ‘over one million.’”

“Heineken reported 5% growth for Heineken USA excluding FEMSA for the first four months of the year,” she wrote. “We believe that this has potentially slowed in May and June.”

She cites a number of reasons. HPL faces tough comps as it goes against its launch numbers. Import growth has slowed in supermarkets. She also says “we believe pricing in the import category has had some impact on volumes as the price gap between domestics and imports has widened.”

UBS upped its volume growth assumptions for the Mexican Femsa brands, which include Tecate. Femsa brands are now forecast to grow by 13 percent compared to the previous assumption of 8 percent.

Overall, volume for Heineken USA is forecast to grow by 8.2 percent vs. a previous estimate of 8.7 percent.

A-B’s C-Store Problems Continue

Bud drops despite easy comps.

Anheuser-Busch continues to lose share in the convenience store coolers it dominates.

A-B ceded seven-tenths of a point of case share during the four weeks ended June 16, according to beer sales statistics from Nielsen.

Leading the decline was Budweiser, which lost seven-tenths of a point of share, according to beer market analysis by Nielsen. That’s its biggest drop in 10 months and occurred despite an easy comp in the year earlier period (an eight tenths of a point drop).

Indeed, Bud Light and Natural Light were the only A-B brands that gained share during the period. And Bud Light’s share was up in only 48 percent of all measured markets.

Despite the weakness, A-B still commanded 61.7 percent of case share during the four-week period.

Miller Brewing Company’s share was flat for the period. Miller High Life posted its sixth straight month of share gain, increasing case share by a tenth of a point. Coors Brewing Company gained five tenths of a point, partly due to soft comps for Coors Light.

Bud Light Prices Lag in Supers

Discounted prices below year-ago levels.

Bud Light is racking up a strong performance in supermarkets so far this summer, according to beer sales statistics from Nielsen.

The brand gained seven-tenths of point in case share during the four weeks ended June 23, according to beer market analysis from Nielsen.

Two big factors appear to be driving this surge.

One is feature activity. In a sign of the Anheuser-Busch system’s strength, feature support activity has been greater than year-earlier levels, according to Nielsen.

Another factor appears to be pricing. According to Nielsen’s beer sales statistics, Bud Light’s discounted prices have been below year-ago levels since October 2006.

Moreover, Bud Light’s national weighted average case price change has often been less than 2 percent above the prior year. That rate is substantially less than the category year-over-year price change.

For the four weeks ended June 23, the national weighted average case price for Bud Light was up 1.1 percent (Budweiser was up 0.9 percent and Bud Select was up 0.8 percent). Meanwhile, Miller Lite was up 2.3 percent and Coors Light was up 2.9 percent.

Ever since A-B reset prices in 2005, a big question looming over the industry has been whether A-B would again resort to pricing action to boost volume and share. As the summer progresses, that remains a salient question.

Leinie's Summer Shandy Posts Hot Sales

Outselling previous Leinie seasonals.

Summer_shandy_bottle

Launched in April, Leinenkugel’s Summer Shandy is selling better than any previous seasonal released by the Jacob Leinenkugel Brewing Company.

Over 16,000 barrels of lemonade-flavored Summer Shandy have been sold to retailers since its April launch. And the sales rate has been accelerating.

“We have the potential to double our initial forecast,” said Dick Leinenkugel, vice president of sales and marketing

“Crafts are hot,” he said. “People are looking for differentiated styles of beers. We have been able to deliver that from Leinenkugel’s. Leinenkugel’s Summer Shandy is a unique flavor offering and incredibly refreshing during warm weather months.”

A recent article in Supermarket News quoted a manager at the suburban Milwaukee retailer Metcalfe’s Sentry Foods who identified Summer Shandy as one of the store’s “most popular seasonals.”

Summer Shandy is the No. 1 growth brand among all beer brands in supermarkets in core Midwestern states (Illinois, Indiana, Iowa, Michigan, Ohio and Wisconsin). In Midwest supermarkets, Summer Shandy’s velocity is nearly double that of the Samuel Adams and Blue Moon summer seasonals.

Even though almost all of Summer Shandy is sold in Leinie’s core Midwest markets, it’s the No. 11 growth brand among all beer brands in supermarkets nationally.

Leinenkugel’s is a unit of Miller Brewing Company. Expanding the distribution and variety of Leinie’s is a key part of Miller’s innovation drive and effort to reshape its portfolio toward higher-end beers.

The Supermarket News Web site is here (the story is not publicly available).

Previous Brew Blog coverage about Summer Shandy can be seen here.

Corona Slide in Supers Continues

Will it take action this summer?

Every price increase by Corona Extra in recent memory has been greeted by consumer push back … followed, of course, by the brand setting new sales records.

There’s no reason to believe that trend won’t continue in wake of the price increase that went into effect last year.

That said, Corona Extra has continued losing share in supermarkets well into the summer, according to beer sales statistics from Nielsen.

For the four week period ended June 23, the brand lost a tenth of a point of case share and two-tenths of a point of dollar share. For the 13-week period ended June 23, it lost two tenths of a point of case and dollar share.

The Corona franchise, which includes Corona Light, saw volume in supermarkets slip by 2 percent during the four-week period, according to Nielsen.

So will Corona begin to promotional “spend back” some of its price increase to recapture lost volume? If so, when?