Because those categories offer a different product that can't be easily undercut, the new ABI/SABMiller corporation's "ability to raise prices [would be] severely limited," he said.
Will The Sale Impact Craft Beer?
"I think in the US craft beer will be largely unaffected by this," guessed Emerson, citing that the specialty market doesn't really compete directly with macros for US shelf space and tap handles (though they do often compete directly with each other). In fact, he said, this may even be a good thing, as any resultant brand consolidation could free up more retail opportunity for the burgeoning craft industry.
Gatza, whose organization represents the country's 4,000 craft brewers and would have every reason to be anxious about negative impacts, was similarly nonplussed.