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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 (5/122)
Name Title State
Bill H. Executive Vice President & Chairman, Beer Division 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

Marty B. President, Sales IL
Jim S. Chief Marketing Officer - Beer & Tequila IL
Bill N. President - Wine & Spirits Division & Executive Vice President IL
Bruce J. Chief Commercial Officer - Beer IL

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
**** ***** ******* ******* *****, *** Media Buying, Media Planning unknown present

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National TV, Sponsorship, Hispanic Opps: Corona Extra, Light still receiving ‘significant' media support


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

Brand: Corona Light, two of the beers in Constellation Brands' portfolio.   

Opportunity: In the Q2 earnings call, Constellation Brands CEO Robb Sands said that, for the remainder of the year, CB has “solid” marketing programs in place in order to maintain the “excellent brand momentum” the company is currently experiencing across the portfolio. Specifically, he said Corona would continue to maintain  investments with the NFL and would again run its iconic Corona Feliz TV spot leading into Thanksgiving. The Feliz spot will be accompanied by “robust” on-and-off premise promotional programs that are designed to drive brand affinity for Corona during the holiday season. 

Throughout the summer, CB dedicated “significant” media support behind the Corona Extra can launch with both English and Spanish TV and digital ads (specifically around July 4th and Labor Day). Sands stated that CB sees “great opportunity” with this format, as cans currently represent only about 5% of total Corona Extra volume. In April, Sand stated that Corona would increase marketing for calendar year 2015 (more here), and this seems to still be the case. Therefore, sellers should reach out now to secure any dollars that might still be floating around for holiday and get on Corona’s radar for 2016 pushes as media budgets continue to rise (see breakdown below).

Horizon Media handles media buying and planning for both brands.

Additional Insight

Corona Draft Tests: Currently, CB is testing Corona Draft in a number of markets, which Sands said is “proving to be very successful.” He went on the note that, even though the test is positive, Corona “is by far our most important brand.” Therefore, CB will be “very thoughtful” about how it proceeds with anything new to the brand.

Sponsorships: Sands said that boxing will also remain a priority for Corona Extra and the brand will continue to run integrated marketing campaigns to support highly anticipated fights. Specifically, Corona will be supported through general market and Hispanic TV.

Corona Extra Media Spend: According to Kantar Media, CB spent $116.1 million on measured media for Corona Extra in 2014 – up 26.1% from 2013. ISpot.tv reports that $52.6 million of this was spent on national TV ads for Corona Extra. The most money was spent to air ads  on Univision, TNT, NBC, ESPN and CBS during shows such as “NFL Football, “NBA Basketball,” “Boxing,” “2015 NBA Finals” and “SportsCenter.” For the same period 2014, only $39.4 million was spent on national TV ads – mostly run during the same types of programming as 2015 (with the exception of boxing). 

Per Moat, Corona Extra has run 84 display ads on 162 publishers since January (9% mobile). Top ad destinations include boingboing.net, advocate.com, mix947.com, urbandaddy.com and complex.com (75% placed client direct versus programmatically). Corona Extra also ran 64 high impact ads (standard, sponsored, billboard, pushdown and overlay) on 16 publishers (VH1, Thrillist, MTV, Comedy Central, etc.)

Corona Light Media Spend: According to Kantar Media, CB spent $12.5 million on measured media for Corona Light in 2014 – up 80.9% from 2013. iSpot reports that $10.2 million has been spent on national TV ads for Corona Light since January. Top channel destinations include History Channel, ESPN, A&E, Bravo and TNT during shows such as “SportsCenter,” “Pawn Stars,” “The Big Bang Theory,” “Texas Rising” and “The Real Housewives of Orange County.” So where Extra is marketed toward sports viewers (mostly male, Corona Light’s target audience seems to skew more to women (because calories?). 

Corona Light has run nine display ads on eight publishers since January (38% mobile). Top ad destinations include: kase101.com, cbslocal.com and witn.com (91% placed site direct). 

Agency Relationships: In Dec. 2014, CB hired WPP's here).

Constellation Brands 
207 High Point Dr.
Bldg. 100
Victor, NY 14564
(585) 218-3600

Jim Sabia
Chief Marketing Officer – Crown Imports (Beer Division)
(312) 873-9246
jim.sabia@crownimportsllc.com

John Alvarado 
Vice President, Brand Marketing
(312) 873-9600
john.alvarado@crownimportsllc.com