Constellation’s FMB Hack: Cheladas

Dear Client: Since taking the U.S. import category in hand 20 years ago, Constellation has not been afraid to tackle other growing parts of the beer business that have scale. For instance, they got big into craft beer, seltzers, sports drinks, and cannabis -- all disastrously.   But when they stick closer to home -- beer from Mexico -- they get better results. To wit, over the past 15 years they have been chipping away at the super-premium light beer segment