GROWTH BRANDS
Left : Fresca Mixed grew more than 100 % from 2022 to 2023 . Middle : Constellation Brands purchased Austin Cocktails in 2022 after an initial investment in the RTD brand in 2018 . Right : Cook ’ s Mango Mimosa , launched in March 2024 , is a ready-to-serve cocktail made with Cook ’ s California Champagne mixed with fruit juice and mango flavors .
Constellation Brands attributes its success to the continued growth of its beer business , the transformation of its wine and spirits business , and disciplined capital allocation . The company is known for beers brands such as Corona , Modelo Especial and Pacifico ; wines and craft spirits brands including The Prisoner Wine Company , Robert Mondavi Winery , Casa Noble Tequila , and High West Whiskey ; and premium wine brands such as Kim Crawford and Meiomi .
A BOOMING CATEGORY
After first investing in Austin Cocktails in 2018 , Constellation Brands bought the remaining stake in the RTD brand in 2022 . The same year , Constellation partnered with Coca-Cola to launch the Fresca Mixed line .
It was good timing , considering that RTDs have experienced steady case-volume growth since 2016 , according to the 2024 Liquor Handbook , with major gains happening in the past three years . Compared to 2013 , the percent change in RTD consumption for 2023 was a whopping 895.5 %.
RTDs consumption increased 35.0 % in 2023 ; it was the only spirits category to attain double-digit growth . Volume consumption for RTDs in 2023 came in at 52.5 million 9−liter cases as the segment solidified its positioning as the second-largest distilled spirits category , behind vodka
In addition to Fresca Mixed and
Austin Cocktails , a new RTD brand is also boosting revenue for Constellation Brands . Cook ’ s Mango Mimosa is a ready-to-serve cocktail made with Cook ’ s California Champagne mixed with fruit juice and mango flavors . Coming in at 10 % ABV , the company states it was developed with the Zillennial multicultural drinker in mind .
Since its launch in March 2024 , Cook ’ s Mango Mimosa has received a positive response from retailers , with strong national programming secured across key retailers , showcasing stakeholder validation and driving strong consumer takeaway in its first few months on shelf , Constellation Brands .
IMMERSIVE ACTIVATIONS
Through events like the Secret of Summer Sweepstakes and partnering with the Professional Pickleball Association , Austin Cocktails and Fresca Mixed aim to keep consumers engaged .
“ As part of the partnership with Emmy-winning host , producer and self-proclaimed Fresca Mixed superfan Andy Cohen , Fresca Mixed invited consumers to get in on the best kept secret of cocktailing – that the soda ’ s one-of-a-kind grapefruit-citrus taste is the perfect cocktail mixer – through fun events like the Secret of Summer Sweepstakes ,” Constellation Brands said . “ The sweepstakes encouraged fans to divulge a secret of their own at FrescaMixed . com or via QR codes at retailers nationwide for a chance to sip Fresca Mixed with Andy himself .”
Austin Cocktails and the Professional Pickleball Association ( PPA Tour ) this past January announced a multi-year marketing partnership introducing the brand as the official canned cocktail partner of the PPA Tour . From activations and venue takeovers to swag , sponsorships and social collaborations , Austin Cocktails is reaching consumers and pickleball devotees across the nation . The brand will also introduce another variety pack within the next year .
KEEPING THE MOMENTUM GOING
2024 will be another big year for Fresca Mixed , according to the company . Having launched nationwide in March , Fresca Mixed is adding more innovation to the mix with a new variety pack .
The brand also launched a Fresca Mixed Club this summer . “ Reuniting with Cohen for another partnership , Fresca Mixed invited fans 21 and older to ‘ Join the Club ’ for year-long VIP access to exclusive perks and events , country club-chic gear and a chance to try the brand ’ s latest flavors ,” the company said .
The launch event for the Fresca Mixed Club with Cohen took place this past May in New York at Swingers Crazy Golf . It was followed up in July with a ‘ Fancy Ice ’ event in Montauk . www . beveragedynamics . com Fall 2024 • Beverage Dynamics 23