Nicholas Fink
Analyst · Nadine Sarwat with Bernstein
Sure, thank you for the question. There is little doubt about our capability to scale brands. We've got an incredible track record, and having spent time with the teams and out in the market with our distributors, there is an execution playbook that is disciplined and frankly the best I've seen. It's thoughtful and considered — there is a way in which we build distribution, build awareness, and do it in a sustainable fashion that we know is going to hold over the very long run. You've seen us do that over many decades with brands like Corona, and we'll continue to do that. When you go to some of the places where we've scaled a brand, I look at Corona where the brand metrics are phenomenal — most loved beer brand, right distribution, great awareness, brand health green across the board. The way to continue to maintain and grow a brand like that will be different to the playbook in which we're driving awareness and distribution. It becomes much more about saliency and relevance, connecting with the consumer where they are, understanding RGM and price pack architecture, connecting into the right cultural moments, being visible in the places where they are in the way that they want to interact. It is a different playbook, but it is one that many great consumer products companies do at scale and do very well. If we can do both of those things, there is a ton of value creation to be had. And then on white spaces — we have a consumer that's evolving quickly, a customer evolving quickly, and shelves that look pretty different to the way they looked 5 or 10 years ago. Being open-minded to what is happening in those spaces, knowing what's a fad and what's a trend, knowing what's sustainable, seeing where momentum exists and then in a thoughtful and disciplined way being able to get after that. An example already in our portfolio is Corona non-alcohol — strong double-digit growth, we're now #4 in the category. That's a space we weren't playing in. Should we be putting more fuel on that fire? That's a great example of a white space that didn't really exist for this company, and now we've got some real momentum behind it. We've done a much better job over the last couple of years of developing test-and-learn capabilities, ways to try one market versus another, see what works, see where to accelerate or be agile and change.