Constellation Brands
Creating a powerful playbook to elevate and unify a multi-billion dollar portfolio
The challenge
While Constellation Brands was driving growth in its beer division, the wine & spirits portfolio struggled in comparison.
A series of acquisitions meant brands had inconsistent foundations, with many unable to articulate a clear role in market.
With consumer tastes evolving and alcohol consumption down, the portfolio needed an overhaul that would give each of its brands a stronger voice.
Decode
We began with a portfolio audit to prioritize brand needs based on maturity, market value, and growth potential. Brands were evaluated across the entire ecosystem, from brand DNA and visual system to go-to-market strategies.
Recode
The output was a foundational playbook template for all brands in the portfolio to create cohesion and clarity across brands, while still allowing room for expression. The playbook also established best-in-class brand standards, upskilleded 30+ brand leaders that took part in the process and elevated the overarching portfolio narrative for partners and investors. Using our portfolio playbook template, we then created new end to end brand strategy, design and GTM systems for priority brands.
Transform
Grounded in the concept of “nowstalgia,” the new harvey & harriet brand is modern and full of personality, with a unique sense of occasionality and a bright color palette that stands out on shelf.
We elevated the My Favorite Neighbor brand through a contemporary and mature style that matches its price point, with a welcoming color palette that captures the brand’s distinct edge.
Marshall Group
Creating a culture-led growth strategy for an audio pioneer
