We really want to start building upon that existing energy and motivate our consumers ’ thirst for exploration and leaning into life ’ s adventure — across actions sports , outdoor adventure , music and more .

– Ryan Anderson , senior director , brand marketing , Pacifico

flagship lager brand , with just 99 calories and 3.2g carbs per 12−oz . serving .

TEA TIME

Twisted Tea , the hard iced tea brand from Boston Beer Co ., also made the list of top sales drivers . One reason is its focus on physical availability , says senior brand director Erica Taylor , to make sure that Twisted Tea is available wherever from convenience stores to grocery , bars and restaurants to golf courses , and everywhere in between .

Developing innovation that welcomes a new drinker into the brand or expands into a new occasion has also helped sales , says Taylor . “ In addition to supporting our core flavors with pack innovation , we ’ re also seeing big incremental growth with Twisted Tea Light , testing a new 8 % ABV line-up with Twisted Tea Extreme for those higher-ABV occasions , increasing our Hispanic households through strategic flavor innovation with Twisted Tea Mangonada and more .”

Elements such as its Tea Drop ad campaign , now in its third year , help drive significant national awareness all year long with big media support across linear , digital and social , outdoor advertising and more , Taylor says .

While many beer brands seek to connect with consumers at live events , especially after the Covid lockdowns , digital has become an increasingly important piece of the marketing pie . Pacifico is a digital-first brand , Anderson says , “ so we always are thinking about how we show up in that space , whether it be through social and influencers , digital paid media and more .”

Digital is everywhere , he adds , “ so staying on top of those trends and what platforms consumers are interacting with is a key part of our programming .”

Constellation Brands was named the # 1 Growth Leader among large consumer packaged goods ( CPG ) companies by Circana and the Boston Consulting Group in their 2022 annual report . Modelo Especial , one of the imported beer brands under Constellation , also recently became the top-selling beer in the U . S ., having taken the crown from the beleaguered Bud Light .

All of this success has earned the company ’ s spot as our Top Supplier of the Year .

by KRYSTINA SKIBO

MODELO MAKING ITS WAY TO THE TOP

A variety of factors have been driving Modelo sales . According to a Constellation Brands spokesperson , the company ’ s successful “ Fighting Spirit ” campaign has resonated with consumers as it connects to the universal truth of working hard and going after your goals .

The updated platform , “ Mark of a Fighter ,” signifies an evolution of the highly emotive and successful Fighting Spirit brand ethos . It also reflects changing consumer dynamics and a growing human desire for more meaningful pursuits that bring internal happiness versus achieving outward status and fame .

According to the spokesperson , “ Mark of a Fighter ”

16 Beverage Dynamics • September 2023 www . beveragedynamics . com