In my company, heads would start to roll if sales was just flat.
Also, this might be a lagging indicator. Many small liquor stores and bars have not put in their new orders yet since the tranny brouhaha began.
We may even see more than a 17% drop in sales over time.
I believe you to be correct.
The 17% mentioned are only the public consumers.
Wait until the AB reps place an extremely small, to nothing at all supply request for their next quar r er based on the remains stock.
It should get real messy.
As I mentioned on another thread, having your sales volume decline by nearly one fifth in such a short period of time is disastrous.
Also, the 17% appears to be an average of an accelerating drop.