Beverage Giants Expand in Iraq, China and Asia Amid Global Market Shift

PepsiCo is doubling down on its presence in Iraq, with plans to make the country a major hub for food exports. According to Ahmed Elsheikh, CEO of Foods, Middle East, North Africa and Pakistan, PepsiCo wants to support Iraq's agricultural potential and industrial capacity. This comes despite ongoing turmoil in the region.

Meanwhile, Kirin is seeing success with its biotic drinks in Asia, particularly in Vietnam and other new markets it will enter this year. The company has turned its own postbiotic ingredient into a commercial drink and is expanding its customer base in the functional beverage category.

Coca-Cola is also focusing on localisation in China, where sales are growing. The company is creating culturally relevant experiences and strengthening community ties as part of its efforts to deepen engagement in one of its key markets.