I was asked how I could be so sure driving off the existing market was not the intention of AB.

The answer is pretty simple actually. AB doesn't just market to the consumer, they market their products to the distributors and the retail sales establishments. Distributors and retail establishments don't like losing money over some AB Tranny fetish. The distributors are pissed, to say the least. They had no involvement and were caught off guard by the tranny deal. They have empty space because they are not ordering AB products, which means they are loosing money to their competitors with full shelves. They are now trying to make deals to replace AB. This is huge.

The retail sales (grocery stores are big in beer sales) stock their shelves depending upon the success of a product. Bud Light was the most prominent spot on their beer shelves. It will soon be moving (if it already hasn't) to the lower shelf, the back shelf, the out of sight shelf, with the competitors taking over the "top" shelf. This is a killer.

You don't swap your market by killing the consumer, the distributor, and the retailer. That is the way you commit suicide.