Originally Posted by bad_call
read that the big brewers could be doing that to take up shelf space in an effort to reduce available shelf space for craft micro brews. doing such also sticks it to the retailers...IMO.
yes and no. in my experience (in the canadian market), what usually happens is that the brewers make deals directly with the retailer. a usual arrangement is Big Brewer A gets 50% of the visual space and first choice of where brands go (in exchange for better marketing support and some sort of financial incentive), Big Brew B gets 30% and second choice. Then everyone else fights for the rest.
Would much rather have 3 facings of the same brand, than 1 facing of 3 different brands even if I own all 3. also it's way more cost effective to promote less brands, than more.