The Conservative Treehouse had some interesting insights on this:
“It depends on the region and wholesaler product mix, but Bud and Bud Light easily make up more than half of the specific portfolio of distributor gross product sales.
When the #1 and #2 products that consist of more than half your gross revenue drop by 20 to 25%, essentially the value of your company has just dropped by the same percentage. A $50 million beer distributorship, now worth $40 million and falling fast.
Additionally, and worse still for the parent company, the sales of the competitor products have increased by the same amount as the collapse in the targeted brand. Coors Light and Miller Lite have picked up all the customers. This is what’s known as a “hard brand switch;” meaning it’s likely to be very difficult – if not impossible – to regain brand position.”
That excerpt from your article is pretty much TRUE in terms of marketing and probably will remain that way unless something very unusual happens.