Constellation Brands
Constellation Brands engaged MILK to drive awareness for four U.S. wine brands in its portfolio—Robert Mondavi, The Prisoner Wine Company, Booker, and Lingua Franca—ahead of the 2025 Vancouver International Wine Festival.
MILK supported the Constellation Brands portfolio by conceptualizing a cohesive campaign under the theme “Pioneers of Winemaking: Past & Present,” positioning each brand as a leader in the wine industry.
Through targeted storytelling strategies, we engaged wine enthusiasts and key consumers, leveraging long- and short-lead mailers to wine and lifestyle media, as well as interview opportunities for brand ambassadors. This multi-channel approach generated a waterfall effect of coverage before, during, and after the Festival.
Our KPIs aimed for 2–5 million in coverage across features and ambassador interviews. We exceeded expectations, surpassing our stretch goal by 135%, with placements from top-tier wine writers and lifestyle journalists nationwide.
25M Earned Media Impressions
55 Total Pieces of Media Coverage, Over 5x Our Stretch Goal
The campaign navigated a politically sensitive backdrop, with U.S.–Canada relations and potential tariffs dominating media conversations. Through strategic messaging, MILK ensured all coverage of the U.S. brands was positive, highlighted by a 7-minute broadcast segment on Global TV’s Saturday Sips.
