Imports alone have 24 share in 11-county area in southern Calif, including San Diego and LA, according to IRI data. Micros and malternatives at 3 share each. Interestingly, avg prices up 17 cents, 1% to $17.74/case but price increase is all from trading up. In fact, among top-10 brands, 8 sold at lower prices on avg YTD (30-90 cents/case), as scanbacks, other price discounts in widespread effect. YTD thru Jul 14, AB had 34.6 share (-0.6), Miller had 18 share (-1.3), Coors even at 14.7. Barton had 11.2 share, up 0.3. Biggest gainers: Tecate (a 4 share brand in this data) and Heineken each up about 25% with 80-90 cent per case price reductions.