GROWTH BRANDS

From an innovation perspective , this year we completely reformulated and relaunched Jim Beam Black . We have a new pack design , new campaign and new liquid inside the bottle . The new Jim Beam Black is aged for seven years , the perfect amount of time to bring out notes of caramel , vanilla and oak .

We also have two LTOs for Jim Beam : Jim Beam Sunshine Blend , which is a milder taste is a great option for mixing refreshing cocktails , and Jim Beam Winter Reserve , with notes of vanilla , clove and cinnamon , really perfect for those warming winter drinks – both coming later this year .

Continuing with the bourbon theme , we rereleased the Basil Hayden Subtle Smoke LTO , which has a unique smoky flavor paired with a high-rye mash bill . We ’ re introducing two Baker ’ s LTOs this year as well : a high rye LTO and a Baker ’ s 13 year .

We ’ re also continuing to innovate in our RTD portfolio : On The Rocks introduced the Strawberry Daiquiri as a permanent expression this year , as well as a Blue Hawaiian LTO for summer . We ’ ve brought −196 , a vodka seltzer that freezes and crushes whole fruit before infusing it into the drink , into new markets and launched a variety pack that includes lemon , peach and grapefruit flavors . −196 is the # 1 selling RTD in Japan , and we ’ re excited to bring it to more U . S . consumers .

by KRYSTINA SKIBO

RTDs have taken the spotlight lately , particularly spirits-based beverages from canned Gin and Tonics and bottled Negronis to craft cocktails packaged in pouches and bags-in-abox . And Constellation Brands is home to a good chunk of them .

Austin Cocktails and Fresca Mixed , in particular , have boosted the company ’ s bottom line as of late . From 2022 to 2023 , both brands grew more than 100 %, according to The Beverage Information Group ’ s Industry Overview Handbook . Both brands also took home Rising Star Growth Brands Awards in 2024 .

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 %

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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

14 Beverage Wholesaler • Fall 2024 www . beveragewholesaler . com