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Constellation Brands

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Constellation Brands is a company created in 1945 in New York. This company is known for being the largest multi-supplier of alcohol in the United States while manufacturing and distributing wines, spirits, and beers. Some of their brands include Corona Beer, Svedka Vodka, Nobilo Wines, and more with over 100 brands. As of 2017, Constellation Brands has a revenue of over $7 billion with 57.7% of their net sales coming from beer. Their strategic and financial imperatives focus mainly on the increase in the sales of their spirits, which they feel will benefit their company most.
Constellation Brands is a part of the global alcoholic beverage industry (composed of producing beer, wine, and spirits) along with competitors Diageo, Beam Suntory, …show more content…
They have invested in the cannabis company, Canopy Growth Corporation, which is the leader in the Canadian cannabis market. They have also acquired the brand, Greenbar Distillery, which is known for having one of the world’s largest organic spirit portfolios. When asked during the Q&A “Why choose Greenbar out of all the other small distilleries to acquire?” The group responded with choosing Greenbar due to consumers moving towards healthier options. Since Greenbar has the largest organic spirit portfolio, they believed it would be smart to acquire Greenbar to provide their consumers with more healthier choices. Greenbar has a product differentiation method which is their “Six Woods” brand. The “Six Woods” brand has six different wood flavors that were soaked in their whisky. The “Six Woods” brand also promises to plant trees with every bottle …show more content…
Though I feel as though information from these objectives are missing. They don’t describe how they will being using the $700 million exactly and efficiently. They state the plan to use it towards marketing and expansion but do not have a clear direction to where they will expand in North America. I think it would be more beneficial to include locations in North America where they feel an expansion will benefit them more. As far as the increased sales objective, I feel as though it would be a reasonable objective if they are able to achieve the previous objective of marketing and expanding their acquired brand, Greenbar Distillery.
Constellation brands recommendations included “develop their spirit line through the acquisition of Greenbar Distillery,” “put emphasis on growing their brands and increasing productivity to sell the new spirits in current products market,” and “implement a new marketing campaign to create product awareness.” These recommendations are similar to their imperatives and objectives. I believe if they follow planned objectives, then they will be able to achieve their imperatives and their

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