Mauricio Reyes

Senior Manager, Consumer Insights

Briefly, tell us about your role and what it and your team represent for Constellation Brands?
I’ve held various roles within the Consumer Insights & Trends team over the past seven years. Currently, I focus on Innovation Insights across all beer brands and “new to world” products. My team represents the voice of the consumer: our job is to ensure that every decision the Innovation and Brand Marketing teams make is grounded in consumer insights.

What is one of the most successful outcomes as a result of your team’s work?
I’ve seen what I call the “Hispanic IQ” of the organization improve over years. Constellation has invested time and money to make sure we understand and connect with Hispanic consumers better than anyone else in the category – and as an organization, we’ve become considerably smarter in this area. Today, this Hispanic consumer expertise is in the DNA of Constellation Brands.

What excites you about showing up to work at Constellation every day?
The opportunity to impact the business. Figuring out the next big thing in the category is incredibly challenging and exciting! Our cross-functional teams are tasked with major responsibilities to grow the business. We must deliver. I love it!

We hear that Corona holds a special place in your heart. Can you share that story?
I grew up in Mexico City, not far from the Grupo Modelo brewery in Tacuba. I remember the smell of beer being brewed and seeing the giant Corona crown on top of the main building. The Corona brand is one of Mexico’s gifts to the world. We are very proud of it.

I moved to the U.S. for college and years later, received a call for a job interview at Crown Imports to join a relatively new consumer insights team. And as they say, the rest is history.

Seeing a Corona ad that I helped create on TV for the first time was one of the most meaningful moments of my career. I am forever grateful for this opportunity.