The 2022 film “Mrs. Harris Goes to Paris” gives audiences a comical, historical peek into the world of haute couture when cleaning lady Mrs. Ada Harris travels to Paris and ends up at the Dior 10th anniversary collection showing. The happenstance sees Mrs. Harris helping the high fashion brand modernize and bring it back to profitability. Mrs. Harris’ interest with haute couture is a more lavish example of how premiumization influences consumers’ purchase patterns ― patterns that have helped the performance of the imported beer market.

“Beer imports increased in 2022 as the premiumization trend drew consumers to foreign beers, which are often perceived to be of higher quality,” says Grace Wood, senior analyst at New York-based IBISWorld. “An inflated U.S. dollar has made foreign beers relatively more affordable for domestic consumers, boosting imports.”