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 (5/126)
|Bill H.||Executive Vice President & Chairman, Beer Division||IL|
Sample of Associated Brands
|Marty B.||President, Sales||IL|
|Jim S.||Chief Marketing Officer - Beer & Tequila||IL|
|Bill N.||Executive Vice President & Chief Operating Officer||IL|
|Bruce J.||Chief Commercial Officer - Beer||IL|
|Schenley Superior Vodka||*|
|***** ****||******* *****, ***.||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|
Who is the Executive Vice President & Chairman, Beer Division of Constellation Brands, Inc.?
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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.
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).
207 High Point Dr.
Victor, NY 14564
Chief Marketing Officer – Crown Imports (Beer Division)
Vice President, Brand Marketing