“You don't play beer ads in the morning and you don't play beer ads on the news, so they're going against all kinds of conventions. When you do things against convention, you own it. It puts your thinking on edge.”
“If you look at what's growing in the beer industry, it's import and craft beers. They're higher priced and perceived as luxury products. And so if you look at the whole alcohol category, people perceive wine and spirits as high-end, so there's some trading up between beer and wine and spirits.”
“They're transitioning from being Budweiser to being a malt-based alcohol producer. They have tremendous capabilities, tremendous manufacturing capabilities that people may not realize.”
