Situation:

Constellation Brands recognized that the primacy and popularity of beer and spirits was slipping and needed a fresh, future-focused understanding of what new rituals and new kinds of products were rising. that What role would alcohol play Tomorrow, and what was replacing Happy Hour?

Challenge:

The rate of change in daily life has never been faster. Juggling multiple roles, fears, and demands, a tsunami of anxiety is washing over our society. In addition, the heady rise of digitization and “anticipatory everything” means the expectation of a good mood ASAP has never been stronger. As a new buffet of options – from cannabis to micro-dosed psychedelics – beckons consumers, what space could Constellation Brands own?

Solution:

Their alcohol Brands and new products were reframed and reinvented to meet the coming Mood Modulation needs. A high-growth strategy guided corporate, M&A, marketing, and channel strategy to mega success.

Results:

$4B investment in Canopy Growth, building a rock-solid foundation in the Mood Mod needs and products of tomorrow.