Constellation Paves Untraditional Path for Organic Growth
Earlier on in its lifespan, Constellation Brands spent more than a decade building scale through acquisitions, but since its last major wine purchase in 2007, the company has shifted focus to foster growth through organic means. Organic growth in wine is typically more challenging for a public company just by nature of the category. Wine is perceived as more complicated than beer and spirits, consumers are older and less brand loyal, and historically the category hasn't participated much in advertising. But whether through innovation or necessity, Constellation's strategy for organic growth is branching out beyond traditional routes.