We were tipped off to a particularly heinous discount yesterday: Vons selling Stone sixers for $6.99 (with club card-reg. $11.49) until June 28. The brewer, of course, doesn't discount like that, and we're told the distributor was floored. It's a prime example of craft increasingly becoming a "loss leader," taking the hit on pricing as retailers seek to generate traffic into the beer category, or just bring people in the store. Typically this tactic is reserved for big premium light beer brands, but apparently craft beer's appeal is starting to make it more common in that space. I guess craft has truly arrived when chains are selling below cost...