for his blindness, saying that he would rather drive himself than drive with a drinker.6 "Social marketing" messages have become increasingly important to the brewers themselves, who now use their advertising to promote "responsible" styles of drinking.
Finally, a major internal influence on the beer industry has been the rise of economic concentration. As recently as 1970, the beer industry was a regional industry. Chicago's most popular beers were in large part midwestern, and considerably different in brand (if not in character) from the most popular beers in Los Angeles. National consolidation and concentration of the industry appeared in the 1970s and 1980s, so that among them, Anheuser Busch, Miller, Stroh, and Heileman accounted for ________
5Maria L. LaGanga, "Anheuser Busch Puts Stopper in Reduced Alcohol LA Beer," Los Angeles Times (May 26, 1990), D 1, c. 2.
6Philip Kotler and Eduardo L. Roberto, Social Marketing (New York: Free Press, 1989), 196.
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