Building Brands That People Love: Pacifico

Introducing Building Brands That People Love: A Constellation Brands Blog Series
Welcome to Building Brands That People Love, a series rooted in bringing our mission to life and delving into our unwavering commitment to creating iconic, consumer-driven brands. From embracing innovation to fostering relationships with consumers, this series will highlight how we craft brands that resonate across generations. Discover how we leverage insights, bold ideas, and a passion for authenticity to build a portfolio that continues to inspire consumer trust and loyalty.

Pacifico: A Brand Constantly Exploring
At Constellation Brands, we see Pacifico as more than just a beer – it's a brand rooted in the belief that good things come to those who go looking for them. From its roots in Mazatlán, Mexico to activations in Aspen, Pacifico embodies a sense of curiosity and exploration. For our core consumers, it's a call to remember that life's richest moments are found along the way, and it's about the journey, not the destination.

As part of our "Building Brands That People Love" campaign, we're spotlighting what makes Pacifico stand out, like its unique origin story, connection to consumers with a restless spirit, and ability to create moments that connect people to something greater. This is how Pacifico comes to life on the slopes, online, and in everyday experiences.

A Serendipitous Discovery

Pacifico was first brewed in 1900 in the coastal city of Mazatlán, Mexico. Legend has it that decades later California surfers stumbled upon Pacifico along the Baja coast, and their love for the beer began. 

That fortuitous discovery helped define the brand's identity, with a focus on exploration and spontaneity.

"Our origin story informs our foundational belief: Good things come to those who go looking for them," says Maddy Zingle, Senior Director of Brand Marketing. "We're not just telling the story, we're using it to invite people in. We're bringing that same energy of curiosity and spontaneity to everything we do."

That mindset shows up in how Pacifico connects with its target audience, which the team refers to as the "Everyday Explorer." These are consumers who embrace last-minute road trips, follow detours, and see adventure in the unplanned.

Understanding the Pacifico Consumer Mindset

The Everyday Explorer remains at the center of Pacifico's growth. This multicultural, "Zillennial" audience values authenticity and spontaneity over perfectly curated, planned experiences. And that's what Pacifico aims to deliver.

"We see our drinkers as fun-chasers and thrill-seekers, but not in the extreme sports sense," says Jamie Miller, VP of Brand Activation. "It's about finding the magic in what others might overlook. That could be a secret beach or a karaoke dive bar. It's not about the destination. It's about the discovery."

This mindset is what fuels everything Pacifico does, from storytelling campaigns to partnerships and packaging. The brand's visual identity, anchored by bold yellow, a life preserver emblem, and clean design, reflects a sense of simplicity and openness, leaving space for the consumer to discover their own journey. 

It's why the "Find Your Own Way" campaign is hitting digital and social platforms with purpose, and why Pacifico is exploring new cultural territories like music and urban exploration, while still staying true to its roots. While these new areas may be different from action sports, they continue to reflect Pacifico's overarching ideals of exploration, self-expression, and pushing personal boundaries.

 As Zingle puts it, "Our vision is to become the next cultural icon in beer by creating emotionally resonant, culturally relevant moments that stick. We're building something bold, but grounded. That's what makes people love Pacifico."

Pacifico is not just working toward these goals, it's actively delivering on them as evident by surpassing 25 million cases sold over a 52-week period in 2024₁ and receiving recognition as one of the fastest growing brands in the Top 40/50₂.

Expanding Pacifico's Experiential Presence

Discovery plays a large part in Pacifico's backstory and continues to guide how the brand engages with consumers. The brand's close partnership with The Snow League, the first professional snowboarding and freeskiing league founded by Shaun White, offers a clear example of this ethos in action.

"Our activations are immersive, lifestyle-centric experiences," says Miller. "We design them to mirror the values of our audience: discovery, exploration, and authenticity. Partnering with The Snow League was a chance to build something immersive that captured the spirit of the people we're trying to reach."

In Aspen, Pacifico welcomed thrill-seekers and cultural tastemakers to the Pacifico Hideaway, a speakeasy-style afterparty tucked beneath the snow-dusted streets. Hidden entrances, surprise performances, and an intentionally unpolished, intimate atmosphere created a memorable and exclusive-feeling experience true to the brand's roots and tone.

The brand's presence isn't limited to in-person events. "We're showing up in the digital spaces where our consumers spend their time," said Zingle. "We're focused on digital because that's where we can really connect with 'Zillennials' in ways that feel personal and relevant. Our goal is to show up like a friend who gets them, not a brand talking at them."

This digital-first approach is evident in Pacifico's media and advertising strategy, where it prioritizes digital innovation to authentically connect with consumers and drive business growth.

"In doing so, the brand not only reinforces its identity but also deepens its cultural resonance in a way that is both strategic and emotionally compelling," shares Miller.

Pacifico's Ongoing Growth

As part of Constellation Brands' high-performing beer portfolio, Pacifico plays a key role in reaching the next generation of drinkers with authenticity and relevance. In 2024, it broke through the Top 15 brands in terms of dollar sales in the category₂. As the brand expands into new markets, its approach remains intentional: grow locally, deepen emotional connections, and lead with storytelling that resonates. With its distinct positioning and strong cultural momentum, Pacifico is not only building a brand our consumers love, but it's also helping drive the future of the business.

₁ IQ depletions, L52 weeks ending 12/29/2024

₂ Circana, L52 weeks ending 12/29/24