Gen-Z, Millennial Alcohol Opps: Constellation Brands ramps up spend, focuses on major sporting events (Score 62)

Constellation Brands (CB) announced during its Q1 2022 (ended May) earnings report., that it plans on increasing its marketing budget during the second half of the year. The company spend much less than normal on marketing during H1 because many sporting and sponsorship events were canceled due to Covid-19. The company will focus its ad dollars on big sporting events such as UFC, Gold Cup soccer and the Summer Olympic Games.Do not forget about the brand campaigns we told you about earlier this year. CB did not provide any new details, but you should reach out to see if you can provide ad space. 

Please view our digital display and national TV ad spend chart, here. All data is courtesy of Pathmatics, and iSpot.

Sellers-- This company targets a wide range of consumers with its expansive portfolio. I believe it is mainly trying to reach Gen-Z and millennial men, considering it spends such a high percentage of its ad budget during sporting events. CB reaches these demographics through national TV and digital display ads. It also invests in OOH, print, radio and local broadcast TV ads, per Kantar. Sellers should contact this company offering relevant ad space. 

Agency & martech readers-- Horizon Media, Inc. is the media AOR for Woodbridge, Nobilo, Modelo and Corona. Cavalry is the creative AOR for Woodbridge, Meiomi, Corona, Modelo and Corona. R/GA is the creative AOR for SVEDKA. There are no signs pointing towards a potential review at this time. However, with a company this size, there could always be opportunities for project-based work, so reach out to see if you can pick up any of its business.