Creating More Occasions and Connections with Strategy, Intention, & Insights

At Constellation, consumer obsession is more than just a phrase – it’s a core value that drives everything we do, from brand development and marketing to crafting consumer experiences. This commitment shapes how we think about growth across our beer portfolio – grounding strategy in culture, occasions, and evolving consumer preferences to unlock more opportunities for people to enjoy our premium portfolio. 

As Jim Sabia, Executive Vice President and President of Constellation’s Beer Division, explains, this approach is driving the evolution of Constellation’s beer portfolio to create even more occasions and experiences for consumers to connect through our iconic brands – perspectives he also reflected on during his attendance at the Beer Summit in San Diego last month.

“Our strategy remains sound and consistent as we continue to focus on winning at the high-end of the U.S. beer market, aligned with premiumization trends,” said Sabia. “At the same time, today’s landscape requires us to stay open to adapting how we win and finding new ways to connect with more consumers.”

Across the portfolio, this approach is driving both innovation and authentic consumer connections that expand brand relevance while maintaining strong brand health.

Modelo Expands Portfolio with Premium Seasonal and Non-Alcoholic Offerings  
In November 2025, Modelo, the #1 beer in the U.S. by dollar sales for three consecutive years,¹ introduced a premium seasonal brew with Modelo Noche Especial. This limited-edition amber lager was inspired by the cherished holiday of Noche Buena, a late-December celebration embraced by millions across the U.S. Hispanic community. The beer became the #1 beer innovation of the holiday season – leading in dollar sales among beer brands launched in the second half of 2025.²

“We remain very disciplined in how we evolve our portfolio,” said Sabia. “It’s less about adding brands and more about introducing offerings that create new, relevant occasions for people to enjoy our portfolio.”

In January, the brand expanded its portfolio again with its first non-alcoholic offering in Modelo Chelada Limón y Sal Non-Alcoholic. The launch underscored the brand’s commitment to innovation and authenticity while meeting evolving consumer preferences. In fact, 14.2 million households are now engaged in the non-alcoholic category³ and within cheladas, the low and non-alcoholic segment is forecasted to expand 50% over the next 24 months, signaling strong demand for flavorful non-alcoholic options.⁴

Corona Sunbrew Continues Introducing New Consumers to the Portfolio
In 2025, Corona Sunbrew became the #1 beer innovation of the summer⁵ while helping introduce new consumers to the Corona brand family. With iconic packaging, juicy flavor, and dynamic digital and social-first campaigns, Sunbrew brings refreshing energy to the flavors segment – attracting a new wave of consumers and delivering strong incrementality to our beer portfolio. 

“Corona Sunbrew is absolutely bringing new consumers into the Corona Family,” said Sabia. 

In 2026, the brand will continue expanding its reach and connecting with consumers, in part with a digital-first, Gen Z focused media strategy that will come alive through major streaming platforms and social media.

Growing Pacifico Through Meaningful Programming and Experiences 
Pacifico was the #3 dollar share gainer in 2025 ⁶ and is currently the #11 beer brand by dollar sales in the total U.S. beer category. ⁷ The brand is delivering strong, incremental growth by connecting deeply with adventure-seeking and Gen Z legal-drinking-age consumers.

“We’re targeting expansions beyond the western U.S. and leveraging sports partnerships, experiential activations, and increasing investment in retail programming to unlock incremental occasions,” said Sabia. 

Victoria Continues Connecting with Consumers Through Authenticity 
In 2025, Victoria was the fastest-growing beer brand by dollar sales trend in the top 50 brands, ⁸ and is delivering steady growth by appealing to a younger, more bicultural consumer through a strong foundation of heritage and authenticity, while meeting audiences where they engage most on digital platforms like TikTok. 

“Within today’s environment, Victoria represents heritage and authenticity – something the consumer is drawn to,” said Sabia. “Our consumer data shows that this brand helps the Mexican-American audience celebrate connection and heritage.” 

Sources:
₁ Circana Total US MULOC+ L52 WE 1-4-26, 1-5-25, 1-7-24
₂ Circana Total US MULOC+ L12 WE 1-4-26
₃ Motivebase Analysis – Chelada Behaviors, October 2024
₄ Circana, Total Chelada Category, MULO+C, Dollar Sales, L52W ending 2.2.25
₅ Based on Brands Launched Since 2024. Circana MULOC+ L12 WE 8-31-25
₆ Circana Total US MULOC+ L52 WE 1-4-26
₇ Circana Total US MULOC+ L52 WE 1-4-26
₈ Circana Total US MULOC+ L52 WE 1-4-26