By using market’s current MIX OF RETURNABLES per Channel, each operation can determine at which of the 3 MARKET STAGES they are in terms of Returnable’s maturity. A market can be at ‘Mature’ stage in one of the Channels and a ‘Starter’ Stage in other. eg Spain is an advanced market in On Premise strategy having established business with high returnable’s volume mix sold in premium packages but can be at ‘Starter’ stage in Off Premise. Following sections describe the tactics to win in each channel for affordability and premiumization strategies based on the Returnable’s business maturity in the market.