Constellation Unveils Multimillion-Dollar Play To Boost Wine And Spirits Range With Younger Consumers

Constellation Brands has inked a multimillion-dollar, multi-year partnership with media company Tastemade to create video promoting its wine and spirits portfolio. Together the two will launch “Constellation + Tastemade Studios” to create content that will introduce Constellation’s brands to a younger generation of consumers. The studio will develop and sell original series to television streaming services and develop original series to run on Tastemade’s own streaming channel. It will also produce streaming content for social media and feature a range of in-person promotions and talent partnerships.

“Consumers today are in the driver’s seat and choose to engage with brands that not only deliver high quality, great tasting wines and spirits, but exciting and engaging experiences across modern channels,” said Robert Hanson, executive vice president at Constellation and president of the wine and spirits division. “Our collaboration with Tastemade accelerates our consumer-obsessed strategy through rich storytelling, dynamic talent partnerships, and native social video content that we anticipate will win with consumers across the globe.”

The first streaming series from the studio will be Street Somm, a travel show in which a sommelier explores wine pairings in various U.S. cities with local residents. Tastemade’s programming has won three James Beard Awards and two Emmys, among other accolades. Constellation’s wine and spirits division includes Robert Mondavi Winery, The Prisoner Wine Company, High West Whiskey, Kim Crawford, Simi, Schrader Cellars, Double Diamond, To Kalon Vineyard Company, Ruffino Estates, Lingua Franca, and others.—Daniel Marsteller

Tagged : Constellation, Tastemade Studios

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