big food big tobacco is entering its moment The man who destroyed Big
Description
Sometimes a price hike does more than increase costs it changes behavior and priorities
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Lancet 363 , 465473 (2004)

Given the size and diversity of todays wholesalers, a small brewer moving distribution from one wholesaler to another would not threaten the wholesaler losing the brand, as they have dozens of other brands, including those of the big multinationals, to continue selling