For most retailers, creating a merchandising strategy for the beer category requires a firm grasp of the basic rule of supply and demand: When consumers demand a particular brand of beer, retailers respond by offering more of that product on their shelves or in cold cases. Similarly, choosing the amount of space to give domestics, imports or microbrews, as well as the allocation of different case sizes, is also determined by the products' movement through the store.
However, there are a ...
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