For years, I've said that I'd start worying when beer sales start going down.
FTA Beer usually holds up better than other categories during tough economic times, said Benj Steinman, editor of trade publication Beer Marketer's Insights, and that trend had been holding true during this recession for some segments of the industry. But the latest figures show the market is trending downward, perhaps accelerating as global economies continue to sputter, and relief seems uncertain.
Beer is "recession-resistant, not recession-proof," Steinman said.
Well apparently that day has come. I am now officially scared out of my wits.
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