Constellation Brands: Searching for the “Right” Product Mix
商品編號：W47348
出版日期：2026/02/25
再版日期：
商品來源：
商品主題：General Management/Strategy; Economics & Public Policy
商品類型：Case (Pub Mat)
涵蓋議題：Product mix, demand shifts, market strategy, premiumization, wine trends, consumer behavior, alcohol consumption, non-alcoholic beverages, cannabis beverages, wine industry, US wine market, beverage portfolio, strategic divestitures, brand acquisition, pricing strategy, market segmentation, demographic shifts, competitive analysis, wine sales decline, strategic positioning.
難易度：4 - Undergraduate/MBA
內容長度：14 頁
地域：United States
產業：Accommodation & Food Services
事件年度：2025
Constellation Brands Inc. (Constellation)—a publicly traded multinational beverage company that produced beer, wine, and spirits—was at a crossroads. Demand for alcoholic beverages was in decline. Younger consumers were drinking less, primarily because of concerns that alcohol was not good for their health; and older consumers, who represented a large proportion of drinkers, were dwindling in numbers. In search of a product mix that resonated with consumers, Constellation divested value brands to focus on premium offerings and stepped into adjacent markets such as no-alcohol and cannabis-infused beverages. In spite of its efforts, Constellation’s stock price was down 50 percent from March 2024 to September 2025. Chief executive officer Bill Newlands was betting that the firm’s recent divestitures, acquisitions, and product extensions would pay off in the long run. Was he right to think so or was it more likely that Constellation would need to once again shuffle its product mix to meet shifting consumer demand, potentially getting out of the wine business altogether?
教學手冊：Constellation Brands: Searching for the “Right” Product Mix - Teaching Note
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