Constellation Brands—one of the largest beer companies in the U.S.—has appointed Initiative as its media agency of record in the U.S. following a review that began in February.
The company's brands include Corona, Modelo, and Pacifico beers as well as a portfolio of wine and spirits brands including Svedka vodka, Casa Noble tequila and Kim Crawford wine.
Horizon Media had previously handled the account since 2009. Horizon will support Constellation through the transition and the agency of record status change will become official in October. ID Comms handled the review.
Constellation was the 71st largest U.S. ad spender at $837.3 million in 2022, according to Ad Age Datacenter. Modelo has been among the hottest beer brands for years, recently drawing headlines for surpassing Bud Light as the nation's top-selling beer in the four weeks that ended June 3.