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|
Constellation Brands, Inc. ContactsContacts (5/124)
|Bill H.||Executive Vice President & Chairman, Beer Division||IL|
Sample of Associated Brands
|Jim S.||Chief Marketing Officer - Beer & Tequila||IL|
|Bill N.||Executive Vice President & Chief Operating Officer||IL|
|Bruce J.||Chief Commercial Officer - Beer||IL|
|Rob S.||President & Chief Executive Officer||NY|
|Schenley Superior Vodka||*|
|***** ****||******* *****, ***.||Media Buying, Media Planning||2009||present|
|***** ***||******* *****, ***.||Media Buying, Media Planning||2009||present|
|********** ******||******* *****, ***.||Media Buying, Media Planning||2009||present|
|**** ***** *******||******||Creative, Digital||2009||present|
|**** ***** *******||******-********||AOR - creative||2015||present|
Who is the Executive Vice President & Chairman, Beer Division of Constellation Brands, Inc.?
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Hispanic, Digital, TV, Sponsorship Opps: Modelo increasing marketing investments again, live sports spending up (Score 38)
Subject: TV, print, sports marketing, sponsorship, outdoor, experiential, digital, social media, Hispanic, Spanish language media
Brand: Constellation Brands’ portfolio
Opportunity: In the Q4 earnings call, (my favorite) CEO Rob Sands’ said that, for the sixth consecutive year, CB was increasing its investment in Modelo Especial. These marketing investments will go to Spanish-language TV and digital, and the company will also run new TV ads throughout the entire year. Additionally, Modelo will increase spend in live sports by 50% and will be investing in “heavily visible” soccer broadcast properties.
But wait, there’s more. Sands’ also said that CB is increasing general market media by almost 40% across national TV and digital with “high profile placements” during the NBA playoffs and key NFL matchups (he didn’t specify what qualified as a “key” matchups, but for the DV team, the Pats are key).
Sellers – continue reaching out to secure Modelo dollars now since spring-summer is the brand’s top advertising period. This is doubly-true if you sell Hispanic media. Hopefully, you’ve already been reaching out to Modelo decision makers, as WinmoEdge has been telling you about Modelo’s marketing increases and plans for a while now (more here). Modelo and Corona represent 25% of US beer category growth in 2015, so CB wants to capitalize on and continue this trend. CB’s brands posted a 14% jump in net beer sales in the US for the first six months of CB’s fiscal 2016 (March through August 2016), while total US beer market sales remained flat.
CB named WPP's Horizon Media has handled media buying and planning since 2009, according to The List. Agency readers, while the beer’s creative relationship is only about a year old, the media relationship is far past the average agency tenure (two-and-a-half to three years). Horizon handles all of CB’s brands, so any shift would likely effect the entire portfolio.
Media Spend: According to Kantar Media, Modelo spent $48.6 million on measured media in 2015 (up from $39.2 million in 2014 and $22.9 million in 2013).
National TV Spend: So far in 2016, Modelo has spent $1.8 million on national TV ads, per here).
For FY 2015, Modelo spent $30.1 million on national TV – up from $10.7 million in 2014. See chart for show targeting in 2015. Sellers should note that most of Modelo’s TV buys are weighted to the spring and summer (Constellation’s H1).
Digital Breakdown: Since January 2015, Modelo has run 30 display ads on 27 publishers (11% mobile). Top ad destinations include ocweekly.com, yelp.com, laweekly.com and complex.com (93% placed site direct versus programmatically). Modelo has also run three sponsored ads on Vevo and 18 video ads (on sites such as complex.com, brainjet.com and draftexpress.com).
Competitors: As Mexican beers begin to gain momentum in the US, Modelo’s largest direct competitors are Heineken’s Tecate – which just launched its first national TV campaign - and Dos Equis.
207 High Point Dr.
Victor, NY 1464
Chief Marketing Officer – Beer & Tequila (since 2009)
(312) 873-9419 (Assistant Nissa Holtkamp’s direct line)
Vice President, Brand Marketing – Modelo Brands
Senior Brand Manager – Modelo Especial