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Constellation Brands, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands




Constellation Brands, Inc. is an international producer and marketer of beer, wine and spirit alcoholic beverages. Headquartered in Victor, NY, Constellation produces and markets their portfolio of alcoholic beverage brands on a global scale.

Main Telephone (312) 873-9600
Main Fax (312) 855-1220
Primary Address
One South Dearborn Street
Suite 1700
Chicago, IL 60603
USA

Constellation Brands, Inc. Contacts

Contacts (5/106)
Name Title State
Bill H. Chairman IL
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (312) 873-9600
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: One South Dearborn Street
Suite 1700
Chicago, IL
60603
USA

Jim S. Chief Marketing Officer - Modelo IL
Bruce J. Chief Commercial Officer - Beer IL
Rob S. President & Chief Executive Officer NY
Paul H. President - Beer Division NY

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Corona Extra *********
Corona Light ********
Modelo Especial ********
Negra Modelo *
Schenley Superior Vodka *

Agency Relationships


Brand Agency Service From To
***** **** ******* *****, ***. Media Buying, Media Planning 2009 present
***** *** ******* *****, ***. Media Buying, Media Planning 2009 present
********** ****** ******* *****, ***. Media Buying, Media Planning 2009 present
**** ***** ******* ******-******** AOR - creative 2015 present
**** ***** ******* ****** Creative, Digital 2009 present

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WinmoEdge

Campaign Imminent: Corona Premier extension names AOR to take on Mich Ultra (Score 31)


Subject: TV, print, sports marketing, sponsorship, outdoor, experiential, digital, social media, Hispanic, Spanish language media

Brand: Corona Premier, a new brand extension in ion Brands’ portfolio, which is set to debut next year.

Opportunity: More than a year afterhere).

The new brand was announced at a meeting for parent Constellation Brand's institutional investors, held last week in NYC. According to CB's beer division chief Paul Hetterich, Corona Premier will leverage Corona's brand equity to meet consumers' desire for a lower calorie beer option.

Prior to a nationwide launch, the company will test the brand in smaller tests next year, although the exact markets this would include was not disclosed. Nothing was revealed about marketing plans for the new brand, but the appointment of a marketing partner means that plans are certainly in the works now.

Sellers - the traditional demographic for low-calorie beers, such as the dominant Mich Ultra are millennial females and health-conscious consumers. Therefore, those of you in that market should reach out for dollars now. While plans were not disclosed, it's safe to assume that digital dollars will be on the table, as well as content, social media and traditional TV dollars. As with Corona Extra and Light, look for dollars to be weighted to the spring/summer and for Hispanic marketing to take a larger role than in other beer brands.

Agency readers - the exact scope of Cavalry's work for Premier was not disclosed, but Cavalry handled creative, digital and Hispanic work for MillerCoors and will likely do the same for Premier. Currently, Corona & Corona Extra's media is handled by Horizon, and has been since 2009, well past average AOR tenure (2.5-3 years). Therefore, there is a possibility that media work for these brands (and most of CB's portfolio) could be up for review soon. This is especially true since CB has named new creative shops for a few brands over the last year and we know that media reviews tend to follow creative reviews and vice versa. 

Additional Information

Michelob Ultra Spend: As a new brand, Corona Premier obviously does not have media spend yet. However, this doesn't mean you have to fly blind into meetings. Since the brand is designed to compete head-to-head with Michelob Ultra, use its marketing as a blueprint of sorts (with likely lower spend out of the gate).

Per Kantar Media, MU spent $76.4 million on measured media last year - up from $48.5 million in 2014. Through H1 2016, the brand has already spent $55.1 million, or 72% of total 2015 spend.

Digital Breakdown: Per Pathmatics, Michelob Ultra has spent just over $3 million on desktop display ads (497.5 million impressions) and $1.9 million on online video ads (52.3 million       impressions). Top desktop destinations include health.com, si.com, people.com, msn.com and fansided.com. While video destinations are similar, they also include sites such as       realsimple.com, cookinglight.com and wired.com.

National TV Spend: Per 

Additional Marketing Breakdown: Sellers, keep in mind that CB has increased marketing for Modelo (more here) over the last year. Given these increases, it's likely that a good deal of media support will be allocated to the Corona Premier launch, as well. 

Constellation Brands' Agency Roster: CB's agency roster includes the community (multicultural - Modelo, Corona Extra).

Constellation Brands, Inc.
207 High Point Dr.
Building 100
Victor, NY  1464
(585) 218-3600 

Jim Sabia
Chief Marketing Officer – Beer & Tequila (since 2009)
(312) 873-9419 (Assistant Nissa Holtkamp’s direct line)
jim.sabia@crownimportsllc.com

Greg Gallagher 
Director, Brand Marketing - Beer (since January 2016)
(585) 218-3600 
greg.gallagher@cbrands.com