Is Molson Coors' Focus on Premiumization Enough to Offset Soft Volume?

Key Takeaways Molson Coors is prioritizing premiumization to boost margins and broaden its product appeal. TAP's Q1 2025 net sales fell 10.4% as U.S. financial volume dropped 15.7% amid weak demand. Newer brands like Madri and Peroni are gaining traction, aiding mix but not offsetting volume declines.Molson Coors Beverage Company (TAP) has made premiumization a central pillar of its long-term growth strategy, aiming to enhance margins and consumer appeal. The company is actively shifting its portfolio tow ...