Constellation’s $75M SpikedAde Bet: What Brewers Can Learn About the Next Beverage Opportunity

Par Leonardo Calcagno

Constellation has just put $75 million behind a product inspired by sports drinks. For smaller breweries and beverage producers, the lesson is not to copy the product. It is to understand how a new category can be built around an existing consumer habit — and how that thinking can be applied at a much smaller scale.

Constellation Brands’ acquisition of SpikedAde is easy to read as another big-company RTD deal. The U.S. beverage giant, whose portfolio includes Corona, Modelo and...

Contenu exclusif pour l’industrie agroalimentaire et des boissons : Analyse • Créativité • Stratégie

Exclusive content for the food & beverage industry : Analysis • Creative • Strategy

Par Leonardo Calcagno

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