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

TEA TIME Twisted Tea from Boston Beer Co . also makes the list of top sales drivers . The hard iced tea brand , launched more than 20 years ago , has been able to keep growing this past year — and for the past decade — for a few reasons , says senior brand director Erica Taylor . One is a focus on physical availability , to make sure that Twisted Tea is available wherever drinkers are 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 .”

And with elements such as its Tea Drop ad campaign , now in its third year , “ we ’ re able to drive significant national awareness all year long with big media support across linear , digital and social , OOH , really everywhere , to ensure everyone across the country knows Twisted Tea as the fun-loving brand that makes damn delicious hard tea ,” Taylor says .

While many beer brands seek opportunities 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 .”

In today ’ s world , digital is obviously everywhere , he adds , “ so staying on top of those trends and what platforms consumers are interacting with is a key part of our programming .”

BY KRYSTINA SKIBO

Constellation Brands was named the # 1 Growth Leader among large CPG companies by Circana and the Boston Consulting Group in their 2022 annual report . Modelo Especial , one of the iconic 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 .

MODELO MAKING ITS WAY TO THE TOP There are a variety of factors at play that are 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 suc-

cessful 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 .

8 Beverage Wholesaler • Fall 2023