The 2006-2011 World Outlook for Cases of Beer and Ale in 12-Ounce Cans

The 2006-2011 World Outlook for Cases of Beer and Ale in 12-Ounce Cans The latent demand for cases of beer and ale in 12-ounce cans is not actual or historic sales. Nor is latent demand future sales. In fact, latent demand can be lower either lower or higher than actual sales if a market is inefficient (i.e., not representative of relatively competitive levels). Inefficiencies arise from a number of factors, including the lack of international openness, cultural barriers to consumption, regulations, and cartel-like behavior on the part of firms. In general, however, latent demand is typically larger than actual sales in a country market.