How Constellation Brands – the owner of Corona beer – is tackling COVID-19

Constellation Brands, the alcoholic-drinks manufacturer, is adapting in various ways to the challenges presented by Coronavirus.

Why it matters

Brands that deliver a moment of escape and light relief during the COVID-19 pandemic could stand to benefit in the short term and long term. Their messaging, however, needs to be appropriate and strike the right note.

Takeaways

  • Consumers usually turn to trusted brands at moments of crisis, so focusing on these characteristics may benefit marketers.
  • Finding ways to innovate during a crisis – such as introducing new pack sizes or options that enable more convenient storage – is a valuable opportunity.
  • Giving back – such as through efforts to help first responders and members of a...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands