Marketing: And Now, Sweet Beer

What the beer bust was to many generations of students, the pot party is to countless thousands of today's collegians —and the trend saddens brewers as much as it does old grads. Nationwide, beer sales are rising about 11% this year, but around campuses sales are barely holding their own, despite the increasing college population. The tastes of malt and marijuana, it seems, just do not mingle well. Instead, youths seeking to prolong their highs have been turning to a new kind of campus ferment. They are buying cheap, sweet wines, especially two Gallo brands: Ripple and Boone's Farm...

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