Beer is the oldest and well-accepted beverage in the world. In US, it holds an important market share. As it holds an important position in the US market, there is a fierce competition among domestic, national, international, and multinational brands of beer sold in various stores in the country. To gain market share, these brands are giving a greater emphasis on the price and promotional aspect of their brands. There are many attempts by several researchers to show the effect of price and promotion on the sales (revenues). In this study, the authors attempted to study the effect of the elements of price and promotion individually and both combined (interaction effect of price and promotion) on the dollar sales of different brand categories of beer for a store belonging to Dominick in Chicago, US using the regression model. The correlation between price and promotion has been analyzed to understand whether we need to model the interaction effect. Also, the level importance of the variables, price, promotion and (price-promotion), has been calculated to find out the actual effect of the three variables on dollar sales and to compare them. The data used are the scanner data available for one store of Dominick, and only the brands having a market share of more than 0.10 percent have been considered for the analysis.

At present, among the all available beverages, beer could be said to be the oldest beverage, as mentioned in wikipedia, "possibly dating back to at least the 7^th millennium BC (perhaps prior even to bread), and recorded in the written history of Ancient Egypt and Mesopotamia". At present, beer has developed a culture which is celebrated in different countries. British Beer Festival, the oldest beer festival in the history, was organized by Campaign for Real Ale (CAMRA) in London first in the year 1977, and even today it is celebrated annually. The other countries where this type of festival is organized continent-wise are: Europe - Germany and Norway; Asia - Hong Kong, Vietnam and Philippines; Australia - Brisbane and Flemington; South America - Brazil and Argentina; and North America - Ontario, Toronto, Montreal, Mexico and US.

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