Interview, Part 2: Constellation CMO Jim SabiaJuly 1, 2019
In the second part of our interview, Constellation CMO Jim Sabia discusses upcoming plans for Meiomi, as well as marketing moves supporting the drinks giant’s spirits portfolio, including the agendas for Svedka and High West.
SND: Meiomi was up 5.8% to 1.27 million cases in the U.S. last year, according to Impact Databank. How do you plan to keep the momentum going?
Sabia: Meiomi is the number-one wine brand above $15 a bottle, and it continues to do very well. We’re working on some marketing for Meiomi that you’ll see very shortly. We’re developing a film that will dramatize how the brand is tri-appellated, coming from Sonoma, Monterey, and Santa Barbara. That has a functional-rational appeal to the consumer, as opposed to the Woodbridge campaign, which is focused on Robert Mondavi, and Kim Crawford with its emotional appeal. But with all three, we’re addressing the unique selling proposition that sets the brand apart.
SND: Moving to spirits, how has the recent Svedka campaign been received?
Sabia: This is the first time in many years that we’ve advertised Svedka. Our research shows that consumers who drink Svedka are original, they’re diverse, and they’re very inclusive. We ran TV, social, and digital for about six weeks back in November and December and we saw a nice lift in sales. So now we’ve come back over the last couple of weeks leading into the summer and are continuing that campaign.
SND: Are you seeing High West and Casa Noble gain new consumers? What’s in store for those brands?
Sabia: Our go-to-market strategy and our marketing activities are a bit different on High West, for example. There’s more on-premise focus. We’re beginning to go out and get more points of distribution. We have a very good channel strategy on where High West should be, and we’re targeting the right accounts. But we’re going to continue building more from the ground up before we start coming in above the line. We have digital and social initiatives, and on Casa Noble, we continue to work with influencers and Pepe Hermosillo, the founder, as we try to get the Tequila into more consumers’ hands to taste, also focusing on the on-premise.Subscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.