Beer, wine and spirits marketer Constellation Brands has named Initiative, part of IPG Mediabrands, as its new agency of record (AOR) for media in the U.S.  

Constellation, whose brands include Corona, Modello and Pacifico beers, Robert Mondavi Winery and Casa Noble Tequila, spent approximately $330 million on measured media in the U.S. last year according to agency research firm COMvergence.    

The award follows a formal review managed by ID Comms. Horizon Media (which just won the Revlon business) is the incumbent. Horizon, which handled the account for over a decade, will assist in the transition with Initiative taking over full control of the assignment in October.  

According to Constellation,  Initiative was selected to “help amplify and execute Constellation’s media efforts extending the company’s ability to connect more deeply with consumers and keep media innovation at the forefront of its strategy.” 

With Initiative, the company added, its going-forward “media strategy will enable the company to better capitalize on the changing consumer landscape using a data-driven approach to continue to push boundaries on how it motivates, influences, and inspires consumer outcomes.”