That's correct. The affordability of beer is becoming an issue for the industry. It has been an emerging issue for some time. Certainly, the automatic nature of the escalator that was brought in under budget 2017 is just going to make the problem worse because it's going to increase the excise rate, which is a production tax. Then on top of that there are provincial markups, and HST on top of those. By the time the product hits the consumer, we're talking about a much bigger increase that is not going to help sales.
On September 20th, 2017. See this statement in context.