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Conjoint Study Design

Attributes and attribute levels of the Conjoint study.
Attributes / Levels Level 1 Level 2 Level 3

Origin European Canadian Japanese

Price 6.19 5.49 4.79

Body Rich full bodied Regular Crisp and clear

Aftertaste Strong Mild Very mild

Calories Full Regular Low

Packaging Six 12Oz Large Six 12Oz Small Four 16Oz

Glass Green Label Brown Label Brown Painted

Respondents /
European Canadian Japanese 6.19 5.49
Attributes and Levels
6861 0 8 12 0 16
4129 1 4 0 8 0
4393 19 0 15 16 0
445 0 17 19 0 19
7393 20 0 4 9 3
964 17 3 0 6 14
6773 1 5 0 0 3
461 18 1 0 2 3
7156 0 3 14 0 11
5785 17 5 0 9 3
4946 21 0 17 0 4
428 6 0 8 1 0
4465 8 0 15 5 0
2478 17 0 0 10 2
6321 15 6 0 0 3
4263 13 5 0 12 13
4305 0 11 19 0 24
5074 0 0 12 0 14
3004 14 0 26 18 5
702 13 0 16 13 16
6778 17 0 24 5 0
5542 20 0 16 0 9
7247 20 12 0 15 10
6024 24 0 8 12 10
6172 14 0 10 2 8
2590 0 13 11 0 9
6293 17 0 20 11 11
4485 12 18 0 0 10
5520 24 1 0 5 2
5837 20 0 19 0 9
1868 0 10 14 20 0
5996 18 3 0 0 2
2588 3 22 0 0 25
387 0 14 1 20 15
5660 13 0 2 7 21
6758 3 0 15 0 3
7187 0 17 1 8 0
993 18 9 0 0 1
301 14 7 0 1 0
7018 23 0 15 5 9
3570 6 13 0 0 1
4829 0 10 1 0 10
5575 0 23 11 1 3
6100 10 0 8 12 16
3950 21 0 1 6 0
1241 22 0 20 8 9
1729 0 24 8 0 33
4377 16 0 16 0 4
4448 3 21 0 0 1
7049 35 0 29 5 13
4970 13 0 3 0 6
7201 6 0 2 16 0
5555 9 0 24 2 0
6021 14 0 6 16 2
3528 26 0 10 0 0
1129 0 5 13 0 3
6502 0 15 8 0 15
2911 0 21 6 0 27
2899 9 0 11 6 3
6421 20 14 0 0 13
616 15 0 6 3 14
141 12 0 5 6 11
464 9 0 10 0 7
1173 16 1 0 0 3
525 25 0 32 9 4
5646 0 24 0 0 6
166 1 0 1 0 5
382 11 0 12 0 2
4953 4 0 8 5 3
5789 17 0 5 11 4
3655 0 17 10 0 31
1574 2 0 12 0 3
3642 16 0 10 0 5
6450 16 1 0 1 0
3774 15 0 16 0 7
3711 1 29 0 0 7
5691 0 17 4 0 14
3602 17 0 7 9 0
2316 1 0 10 0 20
1694 15 0 16 2 0
807 0 21 3 0 9
7326 29 0 11 0 4
3485 12 0 1 2 9
3125 0 10 23 0 12
1035 0 4 15 6 0
763 16 0 10 6 12
3014 5 4 0 12 0
707 0 21 1 5 5
5655 12 3 0 11 0
5320 17 0 25 11 10
4413 21 0 13 2 3
4537 23 0 7 0 6
534 0 23 1 0 13
1275 12 0 15 1 2
388 15 0 10 0 7
7211 6 0 3 2 9
5573 0 16 14 0 16
4668 20 16 0 17 0
3490 22 0 17 0 15
4350 23 0 13 7 0
4614 21 28 0 0 7
3819 0 16 25 4 17
6855 25 0 16 3 3
2024 15 0 8 8 0
3373 14 0 22 10 7
5701 24 0 12 3 0
4174 15 0 16 11 7
2810 20 0 13 0 4
3996 19 0 12 11 7
7447 1 6 0 0 18
4491 0 10 13 24 0
3595 0 11 1 0 2
308 0 25 13 4 0
3514 6 15 0 16 21
71 14 0 14 0 6
3953 1 16 0 0 38
6048 3 0 2 0 9
6494 0 5 15 4 18
1223 17 9 0 0 9
3967 16 0 0 5 3
4643 0 2 4 0 5
5824 21 14 0 11 0
1322 28 0 24 2 2
3520 32 0 36 4 0
6157 23 0 19 0 3
3028 13 0 3 0 1
5870 16 0 10 4 2
3800 7 1 0 8 0
6068 10 0 15 0 13
5637 16 0 13 0 1
7460 26 0 19 0 2
7173 0 30 10 0 5
6910 11 0 3 0 0
1555 9 0 17 4 15
1743 16 0 22 1 0
3833 0 12 12 0 10
5043 7 15 0 16 0
6814 15 0 7 0 1
6605 8 7 0 2 1
7152 19 0 12 0 2
5850 5 15 0 0 11
863 16 0 11 10 0
7487 7 0 13 25 18
2298 18 0 7 3 8
4181 3 0 0 5 0
748 5 13 0 0 5
3507 0 17 6 6 0
5262 0 5 1 2 9
3962 0 27 0 0 8
1242 0 0 2 0 12
2338 0 25 11 4 8
389 23 0 26 8 0
62 20 0 20 0 0
5506 14 10 0 0 10
4388 18 12 0 0 2
4480 42 0 34 4 0
5543 15 8 0 0 3
2062 19 13 0 5 0
4841 21 7 0 0 2
5839 19 0 9 1 1
7308 13 4 0 0 20
4956 7 5 0 9 9
6551 24 0 17 31 0
6312 14 0 7 0 0
1696 13 0 12 1 0
5856 13 5 0 19 8
2403 0 10 18 0 11
7413 14 0 11 0 10
5400 0 4 10 0 3
1176 4 0 13 7 0
1595 0 3 3 0 0
717 19 0 13 0 2
 574 18 0 23 0 5
2523 8 0 10 0 16
5035 18 0 13 0 0
3154 17 0 12 2 3
2029 10 0 13 0 2
4262 19 3 0 0 20
7134 6 1 0 12 5
489 0 2 1 15 18
6674 17 0 20 4 5
6550 17 1 0 12 8
7415 0 24 26 4 3
2009 13 0 19 0 18
6423 0 0 2 0 13
4195 0 1 8 7 10
1232 16 7 0 0 4
6831 32 0 20 0 7
2054 4 12 0 0 16
985 10 29 0 2 0
708 12 0 8 6 6
4670 8 0 11 0 23
6351 0 9 3 0 13
2013 19 0 13 0 9
6316 21 0 8 0 2
7124 0 0 4 0 1
2569 0 13 27 3 9
1676 25 31 0 0 10
6237 15 24 0 0 13
2936 8 0 18 0 16
3666 21 0 5 0 0
6669 19 32 0 0 5
2857 8 17 0 0 7
5855 20 26 0 0 8
2474 2 5 0 0 2
3617 7 0 13 12 12
1324 7 0 11 3 0
6221 4 0 9 0 11
1283 19 0 6 14 5
3212 20 0 15 0 0
7355 1 0 3 13 0
3225 3 5 0 15 0
6817 21 19 0 0 1
6858 0 14 0 0 13
6970 10 1 0 13 9
4420 19 0 19 9 11
3762 0 15 19 0 20
4545 12 0 13 0 11
2459 0 8 2 0 29
3842 16 0 14 0 1
7165 15 0 7 0 7
2687 3 0 9 0 20
2819 13 0 24 0 13
5429 0 13 9 0 9
7501 8 0 10 34 0
1733 22 0 14 11 4
6641 6 5 0 6 5
4323 11 7 0 1 0
4653 16 0 5 4 0
4091 19 5 0 4 13
206 10 19 0 0 11
4459 0 4 10 0 17
2708 12 0 14 6 1
6189 0 17 1 0 5
3535 12 0 10 11 0
599 19 0 4 16 6
385 1 5 0 4 0
2128 7 7 0 0 8
6225 5 0 4 7 0
903 16 0 10 0 3
4743 24 0 13 5 0
7191 0 23 2 0 20
6352 18 0 7 2 0
6881 9 11 0 10 0
4967 5 0 1 0 8
4762 25 0 30 5 0
1730 0 10 16 8 16
5913 22 0 14 1 0
298 0 21 3 4 5
7192 0 14 13 0 5
3483 12 0 0 8 0
5862 17 0 9 0 7
2997 0 0 11 7 0
5698 15 0 0 1 0
2052 12 0 10 0 6
5481 3 0 12 0 9
3733 24 0 17 1 0
5353 15 0 0 6 0
2787 21 19 0 0 8
662 21 0 11 0 11
4136 21 0 12 0 6
7304 12 0 15 0 6
4626 26 0 14 0 2
5450 2 2 0 0 11
5628 15 0 14 0 19
4295 3 0 13 0 13
6612 14 0 12 1 0
6013 16 0 11 17 11
3614 21 0 17 0 5
5045 24 0 14 0 11
4794 3 0 8 11 0
4424 2 0 10 5 0
 6373 11 20 0 20 0
1712 27 0 34 0 3
4421 13 26 0 0 16
6575 8 0 9 0 2
4498 12 0 6 0 11
5406 8 0 7 5 9
7519 20 0 20 2 0
2204 19 0 12 10 3
7169 15 0 16 28 0
73 16 1 0 13 12
5719 14 0 5 6 0
5832 26 0 16 0 2
7172 10 0 16 12 0
5803 17 0 8 1 7
4382 21 0 8 4 10
7388 12 0 7 0 6
5794 17 3 0 10 7
3011 24 5 0 0 2
7189 1 3 0 15 0
2587 29 0 23 21 0
4908 0 0 2 12 9
879 8 0 1 0 14
6291 8 0 16 3 1
6148 24 0 18 0 0
2932 0 9 7 0 19
5786 11 0 1 0 6
7128 17 0 29 14 1
997 19 0 13 11 3
984 16 0 10 2 0
6702 25 0 15 0 1
3974 16 0 13 3 0
3970 4 0 4 11 0
5633 0 5 19 0 16
7180 30 23 0 15 0
3214 19 0 16 10 0
7469 21 0 14 2 0
381 30 0 24 6 4
4196 25 0 5 7 10
5619 1 0 11 0 6
7500 2 0 1 11 3
6071 18 9 0 19 14
2319 0 11 10 5 0
6145 1 4 0 1 0
3460 9 0 17 0 19
5456 4 0 6 9 0

Attributes / Existing Amstel

Heinekin+ Becks Bass/Guiness Molson
product profiles Light
Origin European European European European Canadian
Price 5.49 6.19 6.19 6.19 5.49
Body Rich full bodied Rich full bodied Rich full bodied Regular Regular
Aftertaste Mild Strong Strong Mild Mild
Calories Regular Regular Full Low Regular
Six 12Oz Six 12Oz
Packaging Six 12Oz Small Six 12Oz Large Six 12Oz Small
Small Small
Brown Green
Glass Green Label Green Label Brown Label
Label Label

Attributes / New
Kirin New
product profiles
Origin Japanese
Price 5.49
Body Rich full bodied
Aftertaste Very mild
Calories Regular
Packaging Six 12Oz Small
Glass Brown Label
tored in a retrieval system,
ical, photocopying, recording or

Rich full Crisp and

4.79 Regular Strong Mild Very mild Full Regular Low
bodied clear
23 8 0 10 10 6 0 0 21 13
51 8 0 4 6 0 2 2 6 0
3 31 0 20 0 7 13 6 0 8
21 0 12 1 0 5 11 0 14 17
0 0 0 11 0 13 6 9 0 23
0 0 3 24 11 0 6 6 8 0
4 9 0 24 0 9 2 0 11 35
0 7 0 13 0 12 2 26 7 0
26 12 0 13 1 14 0 2 11 0
0 17 0 13 0 14 6 1 0 25
4 4 2 0 0 15 8 31 10 0
10 0 3 1 0 21 20 26 3 0
2 10 30 0 2 3 0 9 3 0
0 34 0 8 0 12 6 0 0 12
1 19 0 16 0 10 8 0 6 24
0 0 1 4 0 13 13 2 0 30
17 0 0 5 10 5 0 6 7 0
0 3 0 5 6 3 0 0 27 25
0 10 3 0 0 4 12 0 7 17
0 2 0 5 8 17 0 4 3 0
10 12 0 11 0 8 8 4 0 21
5 12 0 3 0 19 3 30 2 0
 0 3 0 5 0 33 8 4 10 0
0 0 10 6 16 13 0 8 0 10
0 0 3 17 0 6 1 1 0 24
19 2 0 11 7 17 0 0 12 7
0 15 0 10 0 19 18 0 13 5
16 14 0 3 0 19 31 3 6 0
0 32 0 19 0 16 11 12 0 3
3 2 0 13 1 8 0 3 13 0
23 0 0 4 14 14 0 0 25 17
6 8 0 14 0 8 5 0 21 11
22 0 1 4 0 2 4 0 3 9
0 12 0 9 0 4 8 0 15 12
0 0 5 12 0 3 1 8 15 0
5 6 6 0 2 0 1 0 28 8
6 9 9 0 23 0 11 0 23 22
9 5 0 16 0 22 8 0 6 2
0 28 0 19 0 19 14 2 0 14
0 12 0 13 0 16 1 10 1 0
13 0 7 5 0 5 19 0 14 0
13 21 0 13 0 10 10 0 8 27
0 5 7 0 23 0 4 0 27 28
0 14 0 17 0 9 6 16 0 15
2 27 0 3 0 16 5 5 0 5
0 0 2 3 12 9 0 1 7 0
26 1 4 0 11 0 12 0 3 1
10 14 0 8 0 23 10 22 1 0
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0 11 0 9 12 5 0 4 0 1
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25 13 5 0 13 0 4 0 0 11
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0 8 0 13 0 27 7 10 0 3
0 0 10 11 0 6 4 0 20 13
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21 0 7 7 7 0 8 0 6 4
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14 18 0 7 0 7 4 0 11 12
0 0 3 20 0 14 4 0 17 15
0 1 10 0 13 26 0 2 7 0
1 20 0 9 0 17 2 30 4 0
12 1 0 13 6 9 0 0 23 10
0 9 0 7 4 7 0 8 0 5
8 2 3 0 4 0 10 0 21 14
4 41 0 8 13 18 0 16 0 5
4 38 1 0 7 0 4 0 5 9
0 11 0 18 10 23 0 13 2 0
0 6 0 3 0 15 7 28 0 10
25 0 0 7 12 0 11 0 5 6
9 0 8 11 11 14 0 0 17 1
 2 17 0 4 0 7 3 0 25 23
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14 4 0 9 0 23 7 22 4 0
1 1 3 0 13 0 4 0 22 30
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1 1 0 0 25 22 0 8 9 0
0 13 0 12 0 22 2 13 0 9
6 3 0 9 1 0 0 0 25 43
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22 0 0 6 0 11 1 0 9 7
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0 19 0 0 17 4 0 0 21 21
15 11 0 22 0 20 20 13 0 12
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0 0 2 12 0 24 11 0 7 8
3 9 0 13 0 22 8 11 0 11
24 3 0 1 1 3 0 0 23 17
0 3 0 18 3 34 0 17 1 0
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0 21 0 11 0 7 6 0 28 15
9 7 0 18 0 7 6 0 6 21
1 0 2 3 11 0 1 4 0 20
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9 25 0 8 0 10 13 0 6 5
0 7 2 0 12 0 12 19 0 8
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0 11 0 19 0 10 6 1 0 19
5 7 0 9 0 14 7 2 0 21
7 0 18 13 7 0 10 10 0 12
0 21 0 5 6 19 0 0 4 19
18 0 7 0 0 10 8 0 16 11
0 21 8 0 1 18 0 3 12 0
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0 0 1 3 0 1 7 21 0 32
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4 49 0 13 3 9 0 0 17 9
2 19 0 21 0 20 3 8 0 5
 0 0 3 10 12 10 0 3 0 12
4 10 1 0 17 13 0 10 0 5
1 3 0 12 0 26 15 19 0 2
13 7 0 13 0 13 0 0 20 16
0 20 0 20 0 25 10 12 0 16
3 23 0 25 0 21 7 22 0 1
0 0 1 7 0 6 0 0 16 24
10 17 0 5 0 17 13 16 0 5
1 0 12 16 0 19 7 18 0 10
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3 12 0 18 0 21 5 26 0 17
0 12 5 0 0 18 20 0 23 11
8 40 5 0 2 0 2 0 3 3
6 22 3 0 11 0 11 6 3 0
15 0 7 5 4 0 8 19 0 0
0 40 0 7 0 19 12 15 0 5
0 15 0 23 10 44 0 10 0 0
5 9 0 18 0 23 8 21 0 3
4 0 2 18 3 0 5 0 9 23
16 5 12 0 1 2 0 0 20 11
0 4 2 0 0 2 4 21 15 0
0 4 0 7 0 20 14 16 0 15
6 44 0 9 20 13 0 5 0 6
3 11 0 19 0 19 23 0 6 27
0 20 0 4 10 0 5 0 13 26
0 5 0 24 11 25 0 18 0 9
19 6 0 1 0 11 10 0 12 10
10 12 0 11 1 13 0 37 16 0
0 5 4 0 22 0 7 0 18 19
9 26 2 0 16 13 0 8 0 3
7 5 0 10 0 28 9 20 3 0
10 11 1 0 0 10 25 0 4 1
13 0 0 12 6 1 0 0 26 8
7 0 2 2 12 8 0 1 0 11
5 9 0 19 9 24 0 16 0 3
5 35 0 6 0 0 1 5 0 14
4 9 0 17 1 6 0 0 22 9
0 22 0 11 0 22 8 22 0 8
0 29 0 18 0 4 4 3 6 0
0 8 0 14 16 22 0 21 0 8
8 3 2 0 1 8 0 6 0 2
1 24 0 12 0 21 5 21 0 8
1 8 0 24 0 20 20 22 0 25
0 5 0 9 0 9 12 7 0 28
21 3 0 10 0 12 0 0 12 7
11 5 0 10 0 25 14 24 1 0
20 4 0 18 0 18 0 0 7 11
12 5 0 16 10 17 0 5 0 12
15 44 0 11 4 11 0 6 6 0
5 0 5 14 0 25 13 20 5 0
 5 0 4 4 9 4 0 0 35 26
7 8 0 10 6 0 7 3 15 0
6 4 0 8 0 26 14 27 0 8
0 8 0 16 2 22 0 20 0 10
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19 0 4 2 0 9 0 5 0 4
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2 1 1 0 0 11 2 0 18 15
10 0 1 4 3 11 0 0 34 16
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0 38 0 4 0 3 11 0 13 9
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4 37 0 0 0 8 14 0 14 9
0 0 5 0 17 0 20 0 15 29
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14 12 0 8 0 10 10 0 13 5
12 25 0 6 0 14 17 4 2 0
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0 10 0 14 0 18 17 0 0 21
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0 5 0 14 0 9 1 0 3 34
0 0 8 17 5 0 0 3 0 15
19 0 11 5 0 9 13 0 16 17
1 0 11 10 0 0 6 8 14 0
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0 11 0 19 0 17 1 15 0 10
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 3 0 0 2 6 6 0 0 15 12
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0 0 6 2 19 0 13 0 24 29
21 1 0 8 6 11 0 0 20 12
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0 41 0 3 0 3 3 0 11 11
7 11 0 12 0 24 21 10 4 0
5 9 0 13 0 14 1 0 10 6
4 15 0 7 0 21 3 15 3 0
3 10 0 16 0 17 4 27 0 17
6 5 0 10 0 25 13 18 0 0
2 4 0 12 0 9 1 0 15 35
9 2 0 10 0 16 4 1 8 0
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2 25 0 11 0 18 4 26 0 12
0 21 0 6 5 11 0 0 14 12
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1 11 0 11 0 9 2 0 10 4
5 29 0 7 0 19 12 22 0 9
7 12 4 0 6 0 0 14 0 21
 8 0 23 14 0 5 2 5 0 4
0 23 0 4 16 0 3 4 0 7
12 8 0 21 0 3 2 8 0 8
2 11 0 12 13 22 0 27 0 9
5 15 0 5 0 5 6 0 15 20
0 12 0 19 0 19 10 5 0 19
10 11 0 2 0 15 10 25 0 4
0 19 0 6 0 16 4 13 0 10
11 12 0 0 2 8 0 3 0 4
0 4 0 5 0 11 7 0 0 27
2 24 0 14 0 23 6 17 0 4
0 7 0 13 0 23 13 16 0 14
9 9 0 13 0 24 0 25 1 0
0 10 0 15 0 23 9 12 0 7
0 14 0 13 0 17 2 18 0 12
2 10 0 16 0 16 20 30 0 13
0 1 0 13 0 15 6 13 0 30
5 18 0 12 0 12 3 13 0 19
29 7 0 19 12 19 0 0 14 5
6 5 0 2 0 9 0 0 5 7
0 18 0 1 12 14 0 0 7 1
13 11 0 11 0 13 3 19 0 4
0 16 7 0 12 21 0 18 0 6
1 8 0 9 0 28 12 24 0 0
26 14 0 7 11 19 0 1 10 0
6 37 0 18 0 16 5 10 0 12
0 10 0 7 15 22 0 0 16 9
0 18 0 21 0 17 3 10 0 19
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12 0 1 10 0 17 11 18 0 1
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26 14 13 0 0 2 9 0 22 10
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9 22 0 18 0 6 2 4 0 13
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0 9 0 0 13 18 0 19 0 5
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4 40 2 0 4 0 2 15 0 1
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0 1 0 6 0 21 4 4 0 6
0 0 16 7 22 0 10 0 8 13
4 17 0 3 7 15 0 0 32 45
7 0 2 5 0 13 9 0 16 15
6 0 7 8 29 22 0 10 4 0

Corona+ Sapporo
Canadian Japanese
 5.49 5.49
Crisp and
Regular
clear
Mild Mild
Regular Regular
Six 12Oz Six 12Oz
Large Small
Brown Brown
Painted Label
Six 12Oz Six 12Oz Four Green Brown Brown
Large Small 16Oz Label Label Painted
4 0 11 9 0 13
0 12 10 13 5 0
0 4 8 1 5 0
0 0 12 0 1 9
17 0 8 0 6 3
0 6 14 0 12 7
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0 17 33 0 4 1
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11 3 0 4 0 6
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8 1 0 0 10 5
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6 0 12 21 0 11
10 0 1 0 14 8
15 0 9 7 0 14
10 0 19 0 1 17
14 0 8 0 10 16
17 11 0 0 13 15
13 0 6 3 0 2
0 7 13 6 0 5
10 0 19 1 0 16
17 0 0 1 5 0
0 6 1 30 2 0
25 0 14 9 0 3
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12 0 3 0 9 8
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0 4 14 10 0 4
1 0 6 3 0 8
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10 12 0 0 19 13
4 0 11 0 14 10
6 7 0 1 3 0
9 0 3 0 8 4
4 3 0 0 6 11
10 0 8 8 0 8
23 0 11 0 13 12
18 0 8 3 6 0
10 0 3 0 6 7
18 0 8 11 0 7
17 0 9 0 1 3
7 4 0 0 8 11
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