Harry Schuhmacher Quotations

I think it went down because their initial earnings report just looked kind of depressing.

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.

It's not just collecting data. It depends on brainpower. Anheuser-Busch is the smartest in figuring out how to use it.

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.

In one fell swoop they could make a pretty big dent.