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...

Want the full story?

Subscribe Now

Subscribe
Subscribe

Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on TIME.com

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!