Constellation Brands has achieved significant growth during the past year, as it continues to build upon its brand portfolio. More specifically, its ready-to-drink (RTD) portfolio.
RTDs have taken the spotlight lately, particularly spirits-based beverages from canned Gin and Tonics and bottled Negronis to craft cocktails packaged in pouches and bags-in-a-box. And Constellation Brands is home to a good chunk of them.
Austin Cocktails and Fresca Mixed, in particular, have boosted the company’s bottom line as of late. From 2022 to 2023, both brands grew more than 100%, according to The Beverage Information Group’s Industry Overview Handbook. Both brands also took home Rising Star Growth Brands Awards in 2024.
Constellation Brands attributes its success to the continued growth of its beer business, the transformation of its wine and spirits business, and disciplined capital allocation. The company is known for beers brands such as Corona, Modelo Especial and Pacifico; wines and craft spirits brands including The Prisoner Wine Company, Robert Mondavi Winery, Casa Noble Tequila, and High West Whiskey; and premium wine brands such as Kim Crawford and Meiomi.
A Booming Category
After first investing in Austin Cocktails in 2018, Constellation Brands bought the remaining stake in the RTD brand in 2022. The same year, Constellation partnered with Coca-Cola to launch the Fresca Mixed line.
It was good timing, considering that RTDs have experienced steady case-volume growth since 2016, according to the 2024 Liquor Handbook, with major gains happening in the past three years. Compared to 2013, the percent change in RTD consumption for 2023 was a whopping 895.5%.
RTDs consumption increased 35.0% in 2023; it was the only spirits category to attain double-digit growth. Volume consumption for RTDs in 2023 came in at 52.5 million 9-liter cases as the segment solidified its positioning as the second-largest distilled spirits category, behind vodka
In addition to Fresca Mixed and Austin Cocktails, a new RTD brand is also boosting revenue for Constellation Brands. Cook’s Mango Mimosa is a ready-to-serve cocktail made with Cook’s California Champagne mixed with fruit juice and mango flavors. Coming in at 10% ABV, the company states it was developed with the Zillennial multicultural drinker in mind.
Since its launch in March 2024, Cook’s Mango Mimosa has received a positive response from retailers, with strong national programming secured across key retailers, showcasing stakeholder validation and driving strong consumer takeaway in its first few months on shelf, Constellation Brands.
Immersive Activations
Through events like the Secret of Summer Sweepstakes and partnering with the Professional Pickleball Association, Austin Cocktails and Fresca Mixed aim to keep consumers engaged.
“As part of the partnership with Emmy-winning host, producer and self-proclaimed Fresca Mixed superfan Andy Cohen, Fresca Mixed invited consumers to get in on the best kept secret of cocktailing — that the soda’s one-of-a-kind grapefruit-citrus taste is the perfect cocktail mixer — through fun events like the Secret of Summer Sweepstakes,” Constellation Brands said. “The sweepstakes encouraged fans to divulge a secret of their own at FrescaMixed.com or via QR codes at retailers nationwide for a chance to sip Fresca Mixed with Andy himself.”
Austin Cocktails and the Professional Pickleball Association (PPA Tour) this past January announced a multi-year marketing partnership introducing the brand as the official canned cocktail partner of the PPA Tour. From activations and venue takeovers to swag, sponsorships and social collaborations, Austin Cocktails is reaching consumers and pickleball devotees across the nation. The brand will also introduce another variety pack within the next year.
Keeping the Momentum Going
2024 will be another big year for Fresca Mixed, according to the company. Having launched nationwide in March, Fresca Mixed is adding more innovation to the mix with a new variety pack.
The brand also launched a Fresca Mixed Club this summer. “Reuniting with Cohen for another partnership, Fresca Mixed invited fans 21 and older to ‘Join the Club’ for year-long VIP access to exclusive perks and events, country club-chic gear and a chance to try the brand’s latest flavors,” the company said.
The launch event for the Fresca Mixed Club with Cohen took place this past May in New York at Swingers Crazy Golf. It was followed up in July with a ‘Fancy Ice’ event in Montauk.
Krystina Skibo is the Trade Managing Editor at Beverage Dynamics. Reach her at kskibo@epgacceleration.com. Read her recent piece, What’s Driving U.S. Beer Sales in 2024?