Light beer sales are down. Miller Lite is off 7.5% and Bud Light is off 5.3% this year. I thought beer was recession proof? I know that the American beer consuming public has not suddenly discovered taste. "Light" beer was invented to get college coeds to drink beer. To make it acceptable to college males, Miller ran adds of ex-jocks arguing whether it was "less filling" or whether it "tastes great". If truth be told, it was neither. When I met my beloved Connie fifteen years ago, she said with horror "You don't like wine? You drink beer?" I thought that was the end of a promising relationship. What cultured person didn't like bordeaux or chardonnay and preferred beer? Obvious I had inferior genes. Then she tried porter (I drink mainly porters and stouts and an occasional IPA) and said "That's beer?" Then after her first IPA she was hooked. You know after I first tasted light beer I sent it to the lab for analysis. The report said "Dr Black, We are afraid your horse has diabetes."
Harold A. Black is professor emeritus in the Department of Finance, University of Tennessee, Knoxville having retired after 24 years of service. He has served on the faculties of American University, Howard University, the University of North Carolina - Chapel Hill and the University of Florida. His government service includes the Office of the Comptroller of the Currency and as a Board Member of the National Credit Union Administration. He also has served on the boards of directors Home Savings of America and its parent company, H. F. Ahmanson & Co., Irwindale, California prior to its merger with Washington Mutual Savings Bank, on the board of New Century Financial Corporation, Irvine, California, then the nation’s largest real estate investment trust and as director and later chairman of the Nashville Branch of the Federal Reserve Bank of Atlanta. He writes an occasional article for the Knoxville News-Sentinel at http://www.knoxnews.com/staff/dr-harold-black/. His web page is haroldablackphd.com