Disappointing short-term performance aside, I still view Heineken's long-term strategy of targeting emerging markets and premiumization as being sound.

Source: https://seekingalpha.com/article/4639542-heineken-soft-emerging-market-volumes-dont-tar-value-potential?source=feed_all_articles

From our analysis of other beverage businesses, this "premiumization" is better considered a structural change rather than a trend, placing FeverTree in the front seat for revenue outperformance.

Source: https://seekingalpha.com/article/4595518-fevertree-drinks-stock-valuation-upside-limited-given-risks-around-margins-hold?source=feed_all_articles

Heineken continue to drive premiumization and grew volume by mid-single digits.

Source: https://seekingalpha.com/article/4622058-heineken-nv-heiny-q2-2023-earnings-call-transcript?source=feed_all_articles

Jahwa focuses on expertise, premiumization, and experiential to enhance brand equity.

Source: https://www.prnewswire.com/news-releases/surfing-to-a-world-shanghai-jahwa-held-125th-anniversary-strategic-conference-301780560.html

Maison Courvoisier hopes to see continued premiumization and excitement for the Cognac category for years to come.

Source: https://www.forbes.com/sites/claudiaalarcon/2023/06/03/national-cognac-day-is-june-4what-exactly-is-this-versatile-spirit/

People are demanding GMO-free products, and the premiumization trend further supports this.

Source: https://www.prnewswire.com/news-releases/global-pea-starch-market-report-2022-2023--2027---burgeoning-opportunities-with-the-rise-in-demand-from-the-pet-food-industry-and-untapped-applications-of-modified-starch-301744136.html