You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Survey Reveals 'Serious Warning Signs' For Big Light Beers Execs Blame Weather, Economy for Sales Drop, But Might It Just Be The Taste? By E.J. Schultz, Published on July 31, 2013 13 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Register Now Already a member? Log in.