Constellation Brands at a Crossroads: Beer Stability, Tequila Value, RTD Gap
- Constellation faces risk and opportunity as consumers trade down to low‑priced tequila and embrace RTD cocktails.
- Constellation's heavy beer assets provide steadiness, but its limited RTD portfolio weakens capturing the fastest‑growing segment.
- Constellation must leverage beer distribution for lower‑priced tequila SKUs and decide on RTD expansion or partnerships.
Constellation at a Crossroads: Beer, Tequila and the RTD Wave
Constellation Brands faces shifting U.S. spirits demand as consumers trade down into lower‑priced tequila and embrace canned ready‑to‑drink (RTD) cocktails, altering the competitive landscape for a company with heavy beer exposure and a smaller RTD portfolio. Data from the Distilled Spirits Council of the United States (DISCUS) show spirits revenue falling 2.2% to $36.4 billion even as volumes rise 1.9% to 318.1 million 9‑liter cases, a pattern industry executives attribute to macroeconomic pressure that pushes shoppers toward value tiers rather than out of the category. For Constellation, which combines significant beer assets with tequila exposure, the dynamics create both risk and opportunity: beer provides steadiness while tequila value tiers expand, but the company’s limited RTD presence leaves it less able to capture the fastest‑growing segment.
The tequila category is shifting toward lower price points, with the lowest tracked tier rising 6.5% in volume and the next tier up climbing 2.8%, while overall tequila and mezcal revenue contracts 4.1% to $6.4 billion. That trend favors players who control affordable tequila brands and scaled distribution in value segments. At the same time RTD cocktails surge—sales jump more than 16% to $3.8 billion and have more than doubled market share since 2021—reshaping where growth concentrates. Constellation’s strategy therefore hinges on leveraging its beer distribution strength to support lower‑priced tequila SKUs and deciding whether to expand into RTD formats or pursue partnerships to close the exposure gap.
Operationally, Constellation must balance portfolio adjustments with brand positioning to avoid cannibalizing higher‑margin lines while meeting demand for price‑sensitive products. Retail merchandising and on‑premise placement matter as RTDs gain shelf space; photos from early 2024 show major canned RTD SKUs from large spirits groups prominently displayed. Companies that already mix low‑price tequila and RTD scale, such as some peers, are relatively well placed to weather the normalization of the market. For Constellation, faster innovation in canned formats or tactical pricing moves could be decisive.
Industry snapshot
Nearly every major spirits category posts revenue declines in the current period: vodka drops 3% to $7.0 billion, American whiskey falls 0.9%, and cordials slip 3.2%, underscoring the breadth of the slowdown even as volumes shift between segments.
Executive tone and outlook
DISCUS CEO Chris Swonger says the industry remains resilient despite revenue contraction, while Bernstein analyst Trevor Stirling labels results “weak but not worse‑than‑expected,” stressing cautious optimism as discretionary beverage spending contends with ongoing economic headwinds into 2026.