COLD SELL

Like their microbrewed counterparts, premium beers sell better refrigerated, especially during the summer months, retailers told SN."Whether the consumer wants it for immediate consumption or not, he just wants it cold," said Bob Jennings, buyer/merchandising director in the beverage department at Raley's, West Sacramento, Calif.Sales of warm beer vs. cold beer vary depending on the time of day, said

Like their microbrewed counterparts, premium beers sell better refrigerated, especially during the summer months, retailers told SN.

"Whether the consumer wants it for immediate consumption or not, he just wants it cold," said Bob Jennings, buyer/merchandising director in the beverage department at Raley's, West Sacramento, Calif.

Sales of warm beer vs. cold beer vary depending on the time of day, said Roger Burks, senior vice president at The Mad Butcher, Pine Bluff, Ark.

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