Beer
will continue to tell the stories of everyday people doing everyday things . Modelo has also invested in strategic partnerships that have helped extend its reach , including UFC and the College Football Playoffs — helping to drive the point that it ’ s a great drink consumers can enjoy no matter the occasion .
“ Modelo Especial is in its third year as Official Beer Sponsor of the College Football Playoffs , so it ’ s been fun to tap into that incredibly passionate fan base ,” the spokesperson says . “ The brand has also been a sponsor of UFC for quite some time , so there ’ s a lot of longevity and synergy with those consumers . Over the past few years on Cinco de Mayo , the brand has encouraged consumers to ‘ Cinco Autentico ,’ which has included highlighting local vendors so that revelers can get ready for their Cinco festivities with authentic goods that honor and celebrate the culture and day .”
EXPANDING PORTFOLIO DRIVES GROWTH
New product launches and investments across its portfolio have also helped Constellation thrive over the years . Beginning in 1945 , when 21−year-old Marvin Sands purchased Canandaigua Industries in upstate New York , the company continued to make numerous acquisitions and has grown rapidly over the decades . After a few name changes , they landed on Constellation Brands , and now have locations in Victor , NY , and San Francisco .
In June 2023 , the company acquired Luxury Napa Valley wine brand , Domaine Curry , from Coup De Foudre Napa Valley . The acquisition further enhanced the brand ’ s higher-end portfolio and also reinforced its ongoing commitment to female and minority representation within the industry .
Constellation also acquired a minority stake in TÖST , a flavor-forward and alcohol-free sparkling beverage brand , in May . This purchase addressed the growing demand from consumers looking for a sophisticated beverage that happens to be alcohol-free .
What started out as a wine business has now turned into a wine , spirit and beer enterprise featuring major brands such as Svedka vodka , Casa Noble tequila , Corona beer and Woodbridge wine , among many others . By continuing their consumer-driven decision-making motto , Constellation Brands upholds success and brand growth .
CONNECTING WITH THE HISPANIC COMMUNITY
The growth in Mexican imports is another key factor driving Constellation ’ s success . The company has been focused on the high-end beer category for years , including Mexican imports . Consumers have been trading up thier beers for quite some time , so demand and buy rate have all continued to grow yearover-year .
“ It ’ s also important to note the Hispanic population growth in the U . S . and how its ongoing influence in culture has helped to elevate the category ,” the spokesperson says . “ Our brands ’ origin stories are rooted in Mexican heritage , so it ’ s been great to grow with the consumer and watch our products stay true to our base while growing in the general market .”
All these brands and platforms resonate with consumers in their own distinct ways , helping the Mexican imports category continue to grow .
BEER SUPPLIER OF THE YEAR
2023 WINNER :
CONSTELLATION BRANDS
PAST WINNERS : 2022 : Anheuser-Busch 2021 : Anheuser-Busch 2020 : Anheuser-Busch
BEST ACTIVATION PROGRAMS
BRAND Bud Light Modelo Especial Miller Lite
SUPPLIER Anheuser-Busch Constellation Brands MillerCoors Source : Beverage Information Group Pulse Survey , Summer 2023
TOP SALES DRIVERS
BRAND Michelob Ultra Stella Artois Twisted Tea Corona Extra Modelo Especial Modelo Chelada Modelo Negra Pacifico All Day IPA Heineken Kona Big Wave Golden Ale Blue Moon Pabst Blue Ribbon Yuengling Light Lager 99
BEST ADVERTISING & PROMOTION CAMPAIGNS
BRAND Modelo Especial Bud Light Corona Extra Sam Adams Boston Lager
2019 : Anheuser-Busch
2018 : Constellation Brands
SUPPLIER Anheuser-Busch Anheuser-Busch Boston Beer Constellation Brands Constellation Brands Constellation Brands Constellation Brands Constellation Brands Founder ’ s Heineken USA Kona Brewing MillerCoors Pabst Brewing Yuengling & Sons Source : Beverage Information Group Pulse Survey , Summer 2023
SUPPLIER Constellation Brands Anheuser-Busch Constellation Brands Boston Beer
Source : Beverage Information Group Pulse Survey , Summer 2023
18 Beverage Dynamics • September 2023 www . beveragedynamics . com