According to the papers this week, Magners sales are down by 20% this quarter while sales of beer are up. Most of this is attributed to the wet weather, as you can imagine.
We have often talked about the value of understanding the buyers purchasing habits, where they are when they are in buying mode, how they consume information, store information and also the time when they are most susceptible to purchase. With good market research, you can lessen the risk. Unfortunately, weather is a non-controllable variable!!