Coca-Cola's Premiumization Push: Growth Engine or Volume Risk?

Key Takeaways Coca-Cola drives growth by expanding choice via affordable, premium and functional beverages.Health-focused brands like Fairlife, Coke Zero Sugar and Diet Coke support value-added offerings.Premiumization, innovation and cost-control aim to enhance volume, margins and long-term value.The Coca-Cola Company (KO) is increasingly leveraging premiumization as a key growth strategy to drive revenues, expand margins and offset sluggish volumes. The company’s strategy centers on expanding consumer cho ...