Nicholas Fink
Analyst · Steve Powers with Deutsche Bank
All right. So I'll start and give you some conceptual things as I don't want to -- we don't currently have midterm guidance out there, so I don't want to get ahead of it too much, but I'll give you some thoughts, which is if you look at scaling our next wave brands, you can see the growth there, right? I talked about what Pacifico is doing. I talked about what Victoria is doing. By the way, we have Mi CAMPO, which is a homegrown innovation, launched from scratch, compounding at 50% right now. Expect that to be a multimillion case full-strength spirits brand. From a lifetime in spirits, I know how hard that is to do. Our distributors are fully behind it. And so there's not just a couple. I mean there's a track record here of our ability to take things that have momentum and scale them. Next wave, I mean, you can see what the category is doing. You can see what NA is doing that I would put in there and the speed at which that's growing and our ability to get that to scale, by the way, if that scales to anything close to, say, where you see some of the mix in places like Europe. We expect that to be a massive opportunity for the company, and we expect to go win in that space. You see something like SpikedAde, I said they're approaching 2 million cases just already in calendar '26 and just getting started. So you can start to dimensionalize, right, at those growth rates, what might happen there. And then to come back to the core of your question, okay, so you've got some stuff at scale. What do you do with that? I've spent the better part of the last 6 months peeling every piece of data back on our big brands and looking at where is the chink in the armor, and I got to tell you that these are some of the healthiest brands I've ever seen in my career. And so then the question comes, well, what else should we be doing? And I think that comes down to a more mature set of capabilities around running things that are large and at scale. And before things like pack price architecture, saliency, relevancy, showing up every day in people's lives, not just from awareness perspective, but activating at their point of consumption, right? It's dialing in that toolkit. And when I look at that and when I look at the brand shares, when I look at historically how some beer brands have been able to grow when you've had leadership in the industry engaging consumers, which we may not have had for a long time, notwithstanding the fact that I think Constellation has brought that, and now it's getting to a scale of -- it can really lead the industry. There's a lot of runway on the growth of our bigger brands. I mean, you take our biggest market, California, [indiscernible], that's by no means the ceiling for a beer brand. You then go to markets like New York and Miami, where it's big, but plenty of room to go and then you open in the middle of the country. And awareness doesn't even register, which is why you see us do things like college football and accessing people. Similarly with Corona, I mean, as we started to turn the dial on Corona, we're seeing a really great response in markets like New York and Miami, which are culturally important markets, where the brand is now starting to gain share again and consumers are reengaging with it. And I'll tell you, that was a pretty blunt instrument of coming in and saying, we're going to focus on these things after our marketing plans were set for the year and really Garth and I worked to kind of dial up the investment and challenge the team to come up with new ideas. The plans that they set for '28 now with the benefit of some time to work on it are much more granular. And so longer term, to the headline, I expect that part of the business to grow. It's not going to grow at the same rate as Pacifico, but we expect that part of the portfolio to grow.