For those of you in Rio Linda ...What he means is that the Drinkers
are
buying the Cheaper Rot Gut .. to save money. Here is the article :
( Does Roger Know about this )

People saving money by drinking cheap beer, Miller Brewing says

May 15, 2008FROM ASSOCIATED PRESS MILWAUKEE

— Cash-strapped drinkers are starting to trade down to economy beers,
the chief executive of Miller Brewing Co. said Thursday.

The Milwaukee-based brewer saw some shift between higher-priced,
premium beers and economy beers such as Miller High Life and
Milwaukee’s Best starting in January, Tom Long told reporters on a
conference call.

‘‘We think it’s primarily driven by decline of disposable income and
pocket money that American consumers are feeling right now,’’ he said.

Long said the volume of beers sold remains stable, but the company
expects to sell more lower-priced beers this year if gas prices
continue to rise.

Americans also are spending less in bars and restaurants, and Long
said Miller is seeing declines in sales to those businesses. Miller’s
parent, London-based SABMiller PLC, announced Thursday its full-year
profits rose 22.7 percent and the growth rate for lager volumes
doubled.

In the U.S., Miller’s revenue rose 4.8 percent to $5.1 billion.
Earnings before interest, taxes and amoritization rose 27 percent to
$477 million, though that includes a gain of $33 million from a
settlement of a dispute.

Sales of flagship brand Miller Lite was up 1.1 percent, as were sales
of Miller High Life. That brand’s performance, on the strength of its
humorous ad campaign urging people to ‘‘Take Back The High Life’’
reversed a three-year decline.

But other brands didn’t fare so well. Miller Geniune Draft’s sales
were down 10.6 percent, as the domestic premium brand continued to
struggle. Economy brew Milwaukee’s Best also saw declines.

SABMiller did not break out fourth-quarter results. The brewer, the
world’s third-largest, said overall revenue was up 15 percent to $21.4
billion.

Long didn’t offer any new information about the proposed joint venture
between Miller and Molson Coors Brewing Co. That awaits governmental
approval.

Miller, the nation’s second biggest brewer, and Coors, the third
biggest, say the pairing — to be called MillerCoors — will help them
better compete against industry leader Anheuser-Busch.

Copyright 2008 Associated Press. All rights reserved. This material
may not be published, broadcast, rewritten, or redistributed.