Constellation Brands: Craft your experience

Zimat Consultores, a public relations firm in Mexico, increased employee integration with company culture for Constellation Brands by letting teams create and pitch a new drink idea.

Description of the Assignment

Mexico is a strategic market for CBI because a 100% of their beer is produced here. Beer is the fastest growing division in the company (7-9% net sales) and has maintained its place as the number one supplier for the high-end US market.

The growth of this division has also implied an increase in the number of employees in Mexico, going from 600 to 4,500 in just 7 years.

A continuously growing workforce represents a challenge in terms of working culture. For CBI it is important that all its employees know, share, and...

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