A trip from the wine to the stars
The story of Constellation Brands, one of the great jewels of the beverage industry, begins in 1945 when a young Marvin Sands decided that the world of wine needed an impulse. At 21, this entrepreneur acquired Canandaigua Industries, a small business in Finger Lakes, New York, which had only 8 employees. The beginning of this adventure? The sale of bulk wine that in its first year reached 200,000 gallons, generating modest profits of US $ 150,000.
Growth as beer foam
As the years passed, the company was growing as if it were a wine bubble. By 1951, their sales already exceeded one million dollars, and with the introduction of the famous Richard’s Wild Irish Rose brand in 1954, the business volume took off. Using an innovative franchise system, Constellation achieved investors and vertiginous growth; In fact, by 1961 they could double their sales to US $ 8 million.
The family legacy and expansion
Constellation’s story would not be complete without mentioning his family. In 1979, Marvin Sands, son of the founder, joined the adventure and soon left his mark. In 1993, the company made a monumental leap when acquiring Barton Incorporated, opening the door to the import of beers. For 1997, Constellation, then known as Canandaigua Brands, reached the magical figure of one billion dollars in sales thanks to its diversified portfolio.
Global transformation
The new millennium brought with him the final transformation: the company changed its name to Constellation Brands, reflecting its ambition to shine in the global market. In 2006, Constellation joined Grupo Modelo in a strategic association that catapulted its beers to the US market. This movement, which included brands such as Corona and Model, was only the beginning of a meteoric promotion that would culminate with the purchase of the American Group Model business in 2013.
A brand portfolio that makes the mouth water
Today, Constellation Brands is not just a giant in the field of wine, with names as recognized as Robert Mondavi and Clos Du Bois in his portfolio, but has also established his beer empire. Thanks to brands such as Black Model and Pacific, a space has been made in the heart of beer lovers. In addition, its line of liquors such as Casa Noble Tequila and Svedka Vodka demonstrates that they know how to mix and stir in the best way.
A surprising turn: the commitment to cannabis
In a movement that surprised the world, Constellation has also jumped into the field of cannabis. In 2017, the company invested US $ 191 million in Canopy Growth Corporation, becoming the first Fortune 500 company in entering this controversial but flourishing market. With plans to introduce infused drinks with cannabis, there is no doubt that they are looking at the trends of the future with a fresh vision.
Beyond acquisitions: constant innovation
Constellation Brands not only continues to expand through acquisitions, such as the purchase of Ballast Point Brewing and Funky Buddha Brewery, but also seeks to innovate. Through its investments in artisanal beers and new brands, the giant of drinks strives to maintain its relevance in a market in constant change, where flavor and originality are the key to success.
Looking to the future with shine
While the world continues to turn and consumer trends change, Constellation Brands seems to always be one step forward. With a legacy that has gone from being a small family business to become a global giant, the company not only clings to its roots, but also dares to explore new avenues. Who knows, perhaps in the future, let’s see beers with a touch of cannabis at our tables. Constellation Brands is undoubtedly here to stay.
