Some quick thoughts: I find it interesting how disillusioned big-brand brewers still are about the craft beer market. Apparently, the perception that only "rich people" buy craft beer is still prevalent among the upper echelons of these companies. I may be an outlier (I don't think I am), in that I am nowhere near "rich" and am still willing to pay a premium for a quality, flavorful craft beer.
I don't know much about spirits and wine taking market share away from big beer brands, but I have been loosely following the market share that craft beer is taking from big beer brands. And it should be. Could the advertising be to blame for big brand sales declines? Perhaps. Instead, I think it's capitalism at work: People who can afford to buy beer don't want to spend it on a crappy product.
That being said, I think the author of the article also makes an interesting point in terms of blue collar workers who are not working. While they are often ignored in the advertising and messaging, they tend to be the ones drinking big-brand beer. If they're out of work with no expendable income, they're probably going to buy food instead.
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