2025 Year in Review

2025 Recap: A Year of Transformation and Building for the Future
As we reflect on the past year, we recognize the challenges and changes that have shaped our industry and company. Through resilience and teamwork, we have continued to innovate, grow our brands, and adapt to evolving consumer needs. Looking ahead, we remain committed to investing in our people and products, ensuring that we are well-positioned for long-term success. Thank you to our employees, partners, customers, and communities for your ongoing support.

We invite you to watch our 2025 Year in Review video to experience just some of the many moments that were Worth Reaching For. 

Industry-Leading Performance with Iconic Brands
We're proud of the milestones we reached as a business and the strides we made together. Constellation maintained its position as the #1 Growth Leader Among Large U.S. CPG Companies,₁ an accolade we have held for over a decade, highlighting how we continue to Build Brands That People Love. Several of those brands also earned impressive accomplishments, reflecting consumers’ affinity and loyalty: 

• Modelo Especial: Maintained its position as the #1 Beer in the U.S. by dollar sales for the third consecutive year₂
  
• Corona Sunbrew: #1 Beer Innovation of Summer₃
  
• Corona Extra: Most loved beer brand in the U.S.₄
  
• Kim Crawford: Maintained its position as the #1 Sauvignon Blanc in the U.S. by dollar sales for the ninth consecutive year ₅
  
• Mi CAMPO: 2024 Impact Hot Brand Award Winner and 2025 SIP Awards Winner (Double Gold and Gold Medals)
• Victoria: Fastest growing beer in the top 50 beer brands₆

This year also marked a century of excellence for both Modelo and Corona—two brands that have contributed to shaping the beverage alcohol landscape for generations. This milestone is more than a celebration of heritage, it underscores the enduring strength of our iconic brands and their cultural relevance that continues to drive growth.

Campaigns That Connect with Consumers
Our brands bring our values to life through campaigns that speak directly to consumers and resonate with their passions and experiences. In 2025, three standout campaigns showcased our commitment to creativity and industry leadership: Modelo’s “The Recruiter,” Corona’s “La Playa Awaits,” and Victoria’s “Tu Victoria Está Aquí” campaign.

Modelo: As the Official Beer Sponsor of the College Football Playoff, Modelo reintroduced its signature and fan-favorite campaign, “The Recruiter,” which celebrates the sport’s vibrant communities and rich fan traditions. Modelo reinforced its position at the heart of college football culture by bringing “The Recruiter” to college campuses, hosting meet-and-greet appearances with iconic athletes and increasing its media investment 20% year-over-year to further increase visibility.

Corona: Corona unveiled its new "La Playa Awaits" brand platform – celebrating the power of the beach as more than just a place, but a mindset and reminder to live life more presently. By leaning into popular culture, Corona created clever cultural integrations, such as two commercials set in the post-apocalyptic environment of HBO's original TV series “The Last of Us.” Corona also introduced “Playa Sounds,” a soundtrack that infuses the iconic sounds of the ballpark with the relaxing noises of the beach, all set to a frequency associated with enhanced clarity. The brand partnered with three-time World Series champion Mookie Betts to bring the audio experience to life and showcase how it can help players and fans tap into the beach mindset.

Victoria: The “Tu Victoria Está Aquí" campaign, meaning “Your Victoria Is Here,” continued showcasing the brand's nationwide availability and appeal while celebrating the heritage of Mexican Americans. Its message focused on reaching those who preserve Mexican traditions while building new ones in America.

By celebrating fandom, cultural moments, and heritage, these brand campaigns are a testament to our core mission of Building Brands That People Love. 

Building Connections Beyond the Portfolio
Our Consumer Obsessed mindset comes to life across our portfolio through authentic partnerships that resonate with consumers and elevate our brands’ identities. In 2025, our brands continued to reach consumers through cultural moments, sports integrations, and purpose-driven campaigns.

Tapping into Cultural Moments with Meaningful Programming

• Modelo reinforced its position as “The Cerveza for Fútbol” by spotlighting how the beer is embedded into fútbol fans’ traditions, from watching the game to celebrating an unforgettable win. 
  
• Pacifico embraced adventure from the slopes of Aspen to the shores of California through its collaborations with The Snow League and the U.S. Open of Surfing. These activations included exclusive onsite events, live music, Pacifico beer, and allowed the brand to amplify its connection to adventure seekers and its core consumer – the “Everyday Explorer.” 
  
• Corona tapped into the pickleball craze by partnering with musical artist, Saweetie, to celebrate National Pickleball Month in April. The brand hosted an exclusive pickleball event in New York City for players of all levels and introduced the Corona Pickle Premier, a new drink that combines Corona Premier with pickle juice. 
  
• Mi CAMPO captured the essence of its brand through a Live Nation partnership that brought music and tequila together in vibrant, live experiences that celebrated creativity and authenticity.

Purpose-Driven Brand Platforms 

• Corona’s Protect Our Beaches campaign, launched in partnership with Oceanic Global in 2020, helped clean 100 beaches and remove 1.2 million lbs. of plastic from U.S. beaches and business operations by the brand’s 100th birthday.
  
• High West’s Protect the West effort spotlighted wildfire prevention and land stewardship in the American West with the help of actor Luke Grimes.

A 2026 Worth Reaching For
As we look to 2026, we extend our heartfelt gratitude to the employees, partners, and consumers who made these moments worth celebrating. By innovating to meet the needs of our consumers, fostering strong community partnerships, and remaining focused on meaningful growth, we’re excited for another year of building brands and creating meaningful moments that are Worth Reaching For.

Sources:
₁2024 Circana U.S. CPG Growth Leaders Report (awarded April 2025)
₂Circana, MULOC+ L52 WE 11-16-25, L52 WE 12-29-24, and L52 WE 12-31-23 
₃Based on Brands Launched Since 2024. Circana MULOC+ L12 WE 8-31-25
₄Morning Consult, last twelve months ending May 2025
₅Circana, Total U.S. MULOC+ L52 WE 11-16-2025 + Calendar Years 2019-2024 + Circana, Total U.S. MULO+C Calendar Years 2017-2018  
₆Circana, U.S. MULOC+ Data YTD 2025 WE 10.19.2025