Constellation Brands Names Initiative as U.S. Media Agency of Record

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VICTOR, New York , June 27, 2023 (press release) –

Constellation Brands, Inc. (NYSE: STZ), a leading beverage alcohol company, announced the appointment of Initiative, an IPG Mediabrands company, as its new agency of record (AOR) for media in the United States after engaging in an agency review process this summer. Initiative, renowned as a data-fueled, and creatively-driven provider of marketing solutions, was selected to help amplify and execute Constellation’s media efforts extending the company’s ability to connect more deeply with consumers and keep media innovation at the forefront of its strategy.

As part of its overall mission to build brands people love, Constellation is focused on reaching consumers through next generation, consumer-first go to market operations, and marketing capabilities. The evolved media strategy will enable the company to better capitalize on the changing consumer landscape using a data-driven approach to continue to push boundaries on how it motivates, influences, and inspires consumer outcomes. Working with Initiative, Constellation aims to enable brand growth by leveraging industry-leading capabilities to stay responsive and rooted in current consumer and market dynamics to achieve scalable, repeatable in-market brand success.

“The rapidly changing media landscape and increasing importance of media to consumers presents an even greater opportunity to grow our brands,” said Karena Breslin , Senior Vice President, Digital, Media & E-Commerce at Constellation Brands . “We are excited to partner with Initiative to help drive our business forward and unite over our shared commitment to connecting consumers with the right message at the right time.”

“We are thrilled that Constellation Brands has selected Initiative to lead US media planning, buying, and analytics for their portfolio of iconic brands,” said Stacy DeRiso , US CEO for Initiative. “Our team is excited to help unlock their next chapter of growth with our proprietary Fame & Flow approach.”

Horizon Media (HMI) will continue to support Constellation’s media strategy needs and solutions during the transition, and the agency of record status will change to Initiative beginning in October. HMI served as Constellation’s media AOR for more than a decade.


Constellation Brands (NYSE: STZ) is a leading international producer and marketer of beer, wine, and spirits with operations in the U.S. , Mexico , New Zealand , and Italy . Our mission is to build brands that people love because we believe elevating human connections is Worth Reaching For. It’s worth our dedication, hard work, and calculated risks to anticipate market trends and deliver more for our consumers, shareholders, employees, and industry. This dedication is what has driven us to become one of the fastest-growing, large CPG companies in the U.S. at retail, and it drives our pursuit to deliver what’s next.

Every day, people reach for our high-end, iconic imported beer brands such as those in the Corona brand family like the flagship Corona Extra, Modelo Especial and the flavorful lineup of Modelo Cheladas, Pacifico, and Victoria ; our fine wine and craft spirits brands including The Prisoner Wine Company , Robert Mondavi Winery , Casa Noble Tequila, and High West Whiskey; and our premium wine brands such as Kim Crawford and Meiomi.

As an agriculture-based company, we have a long history of operating sustainably and responsibly. Our ESG strategy is embedded into our business and our work focuses on serving as good stewards of the environment, enhancing social equity within our industry and communities, and promoting responsible beverage alcohol consumption. These commitments ground our aspirations beyond driving the bottom line as we work to create a future that is truly Worth Reaching For.

Source: Constellation Brands

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