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Omni-Channel Alcohol Opps: Constellation Brands focuses on online sales amid spike in consumer demand

According to its recent earnings call, Constellation Brands experienced eCommerce sales growth of more than 500% in the last three months. The company's alcoholic beverages are available for delivery via platforms such as Instacart, Drizly and other retailer sites. Constellation decreased its overall ad spend and either canceled or postponed most sporting and sponsorship events. With most sports programming on hold, the company shifted dollars to digital marketing efforts and TV programming to continue reaching customers stuck at home; you can notice a significant increase in both digital display and national TV spend in the data below. Specifically, Constellation's DMs expect to spend between 9-10% on brand marketing in the upcoming quarter.

Click here to compare top brands' recent digital display and national TV ad spend, respectfully estimated by Adbeat and iSpot. Again, note how much spend in both channels has increased.

With no end to the global pandemic yet in sight, alcohol sales will likely stay high. Along with the aforementioned channels, Constellation utilizes local broadcast, search, OOH, print, radio, social and experiential media. The company's spend often spikes from Q3-Q1, and its target demographic primarily consists of drinking-age (21+) Gen-Z and millennials with a skew toward male sports enthusiasts.

Agency & martech readers - Nothing currently points toward upcoming reviews, so prospect elsewhere for the time being. MUH-TAY-ZIK / HOF-FER.