Shared research study link
Constellation Brands Portfolio Perception Study
Understand US consumer perceptions of Constellation Brands' premium beverage portfolio including Corona, Modelo, and wine/spirits brands
Study Overview
Updated Jan 29, 2026
Research question: Understand US consumer perceptions of Constellation Brands’ premium portfolio (Corona, Modelo, Kim Crawford, High West) and what drives “premium” choice at social occasions.
Research group: n=6 US consumers (25–50), urban/rural mix with Hispanic/Latina and Indigenous representation, parents and a tech professional; 18 total responses.
What they said: Corona is a photogenic, lime-and-temperature vibe beer for sunny, low-effort moments, while Modelo Especial is the sturdier, food‑friendly, crowd‑safe default and Negra Modelo is chosen for richer meals or cold weather.
Ownership knowledge rarely changes beer or wine buying but deflates craft romance most for High West; premium selections are driven by taste, context/food pairing, price ceilings, and logistics (cans, bulk, freshness) rather than prestige.
Main insights: Occasion and serving ritual determine brand fit; value-per-dollar and practicalities guide stocking; authenticity matters only when the brand’s story is the promise (e.g., whiskey).
Takeaways:
Research group: n=6 US consumers (25–50), urban/rural mix with Hispanic/Latina and Indigenous representation, parents and a tech professional; 18 total responses.
What they said: Corona is a photogenic, lime-and-temperature vibe beer for sunny, low-effort moments, while Modelo Especial is the sturdier, food‑friendly, crowd‑safe default and Negra Modelo is chosen for richer meals or cold weather.
Ownership knowledge rarely changes beer or wine buying but deflates craft romance most for High West; premium selections are driven by taste, context/food pairing, price ceilings, and logistics (cans, bulk, freshness) rather than prestige.
Main insights: Occasion and serving ritual determine brand fit; value-per-dollar and practicalities guide stocking; authenticity matters only when the brand’s story is the promise (e.g., whiskey).
Takeaways:
- Codify and execute occasion-led lanes: Corona = ice-cold + lime + sun/relax; Modelo = with food/game day; Negra Modelo = hearty/cold‑weather.
- Optimize formats and execution for pragmatists: expand Modelo cans and club packs; strengthen cold-chain and enlarge freshness codes for beer.
- Protect value and authenticity: guard against price creep vs. consumer value caps; publish High West transparency (sourcing/proof) and tangible CSR to offset craft skepticism.
Participant Snapshots
6 profiles
Bethani Hammer
Bethani Hammer, 43, is a married, Hispanic mom in rural Providence County, RI, living with her husband, daughter, and mother-in-law. Resourceful and budget-conscious, she paused work to provide care, runs thrift upcycling, and prioritizes durability, clear…
Joshua Martinez
Joshua Martinez, 36, married, suburban, on a career pause after edtech product design. Bilingual at home, values quality, privacy, sustainability, and community. Hands-on maker teaching 3D printing, bikes, cooks, budgets carefully; household income $100k–$1…
Adam Kim
Oakland-based 39-year-old Filipino American principal cloud architect, married with one child. Grounded, Catholic, and community-minded. Bikes, cooks adobo, mentors youth. Chooses secure, durable, interoperable products with clear ROI and honest, hype-free…
Melissa Fawcett
Navajo Catholic mother, 50, in rural Arizona. Full-time community health worker. Cash-based, no internet, values reliability and family. Chooses durable, offline solutions with clear pricing, service support, and community references.
Brian Gonzalez
25-year-old bilingual production tech in rural Washington. Hearing-impaired, family-centered, budgets carefully, shares a rented farmhouse, rides a vanpool, likes soccer and DIY repairs, and prioritizes durable gear, safety, and steady career growth.
Mary Medina
Mary Medina, 45, is a bilingual New Yorker and school family liaison. Single, budget-savvy, and community-driven, she values reliability, dignity, and practical savings, balancing faith, family, and education with steady, service-minded purpose.
Bethani Hammer
Bethani Hammer, 43, is a married, Hispanic mom in rural Providence County, RI, living with her husband, daughter, and mother-in-law. Resourceful and budget-conscious, she paused work to provide care, runs thrift upcycling, and prioritizes durability, clear…
Joshua Martinez
Joshua Martinez, 36, married, suburban, on a career pause after edtech product design. Bilingual at home, values quality, privacy, sustainability, and community. Hands-on maker teaching 3D printing, bikes, cooks, budgets carefully; household income $100k–$1…
Adam Kim
Oakland-based 39-year-old Filipino American principal cloud architect, married with one child. Grounded, Catholic, and community-minded. Bikes, cooks adobo, mentors youth. Chooses secure, durable, interoperable products with clear ROI and honest, hype-free…
Melissa Fawcett
Navajo Catholic mother, 50, in rural Arizona. Full-time community health worker. Cash-based, no internet, values reliability and family. Chooses durable, offline solutions with clear pricing, service support, and community references.
Brian Gonzalez
25-year-old bilingual production tech in rural Washington. Hearing-impaired, family-centered, budgets carefully, shares a rented farmhouse, rides a vanpool, likes soccer and DIY repairs, and prioritizes durable gear, safety, and steady career growth.
Mary Medina
Mary Medina, 45, is a bilingual New Yorker and school family liaison. Single, budget-savvy, and community-driven, she values reliability, dignity, and practical savings, balancing faith, family, and education with steady, service-minded purpose.
Overview
0 participants
Sex / Gender
Race / Ethnicity
Locale (Top)
Occupations (Top)
Demographic Overview
No agents selected
| Age bucket | Male count | Female count |
|---|
Participant locations
No agents selected
Participant Incomes
US benchmark scaled to group size
| Income bucket | Participants | US households |
|---|
Source: U.S. Census Bureau, 2022 ACS 1-year (Table B19001; >$200k evenly distributed for comparison)
Media Ingestion
Connections appear when personas follow many of the same sources, highlighting overlapping media diets.
Questions and Responses
3 questions
Response Summaries
3 questions
Word Cloud
Question Summary
Preparing summary…
Summary
Themes
| Theme | Count | Example Participant | Example Quote |
|---|
Outliers
| Agent | Snippet | Reason |
|---|
Analyzing correlations…
Generating correlations…
Taking longer than usual
Persona Correlations
Analyzing correlations…
Overview
Across the batch, Corona and Modelo occupy reliably different mental positions: Corona functions as a photogenic, occasion-driven "vibe" beer tied to temperature, visuals and low-effort social moments; Modelo reads as the more substantive, food-friendly, working-class staple chosen for gatherings, heavier meals and pragmatic value. Purchase decisions are driven first by taste, context/food-pairing, price/value and logistics (packaging, chillability, bulk availability); brand prestige and portfolio ownership rarely override those drivers except when authenticity claims (notably in whiskey/craft categories) are at stake. Demographics and roles modulate these patterns: Hispanic/Latinx respondents frame choices around family meals and ritual food pairings; caregivers and parents prioritize next-day reliability and practicality; rural respondents call out transport and packaging constraints; higher-income tech professionals and arts-minded respondents foreground authenticity and provenance in different ways. Memorable metaphors and operational details (e.g., “Corona is a temperature; Modelo is a beer,” bulk-buying practices, freshness vigilance) point to practical levers for trade messaging and distribution tactics.
Total responses: 18
Key Segments
| Segment | Attributes | Insight | Supporting Agents |
|---|---|---|---|
| Younger, working-class Hispanic men (rural) |
|
Prioritize price, bulk availability and pragmatic freshness checks; Modelo is the dependable choice for cookouts and game days while Corona is an occasional, heat-driven alternative. Logistics (transport, pack durability) and value-per-pack dominate brand choice. | Brian Gonzalez |
| Middle-aged/older rural Indigenous woman (community role) |
|
Purchasing and consumption are strongly shaped by local norms and ceremonial rules that can exclude alcohol in community contexts; choices emphasize practicality (packaging durability, transport resilience) and respect for elders rather than brand prestige. | Melissa Fawcett |
| Urban Hispanic women (family-oriented, food-centric) |
|
Frame beer choice around family meals and cultural food-pairings (pernil, tacos); prefer Modelo for group meals and Corona for visual/summer moments. Value ceilings and community respect (perceived value and appropriateness) shape selection. | Mary Medina, Bethani Hammer |
| Affluent, tech-professional, urban male |
|
Strong anti-marketing/authenticity bias - dismisses prestige when liquid doesn't deliver. Makes pragmatic decisions grounded in context and logistics; tolerates corporate ownership if flavor and convenience are maintained. Uses technical analogies to rationalize choices. | Adam Kim |
| Educated, culturally bilingual/arts-minded adult |
|
High sensitivity to provenance and 'soul' of brands; deliberately devalues portfolio ownership when it undermines perceived authenticity and prefers smaller producers for non-commodity purchases. Offers clear reframings useful for messaging. | Joshua Martinez |
Shared Mindsets
| Trait | Signal | Agents |
|---|---|---|
| Corona as an occasion-driven, photogenic 'vibe' beer | Consistently described as light, visual and temperature-dependent - chosen for summer, beach or quick social moments and enhanced by ice and lime rituals. | Adam Kim, Joshua Martinez, Bethani Hammer, Melissa Fawcett, Brian Gonzalez, Mary Medina |
| Modelo as substantive, food-friendly beer | Viewed as sturdier and malt-forward; the go-to for cookouts, tacos, game days and situations where beer must stand up to food or larger, mixed-company gatherings. | Adam Kim, Joshua Martinez, Bethani Hammer, Brian Gonzalez, Mary Medina, Melissa Fawcett |
| Taste, context and price trump prestige | Across ages, incomes and locales, consumers prioritize flavor, suitability for the drinking occasion and price/value over brand prestige; prestige only meaningfully intervenes as a tiebreaker. | Adam Kim, Joshua Martinez, Bethani Hammer, Brian Gonzalez, Mary Medina, Melissa Fawcett |
| Corporate ownership undermines craft authenticity (category-dependent) | Knowledge of shared ownership reduces perceived 'scrappy' provenance particularly for whiskey/craft-positioned brands and raises price-suspicion, even when it doesn't change everyday beer choices. | Adam Kim, Joshua Martinez, Bethani Hammer, Brian Gonzalez, Mary Medina, Melissa Fawcett |
| Logistics and packaging shape stock and hosting choices | Cans vs bottles, chillability, bulk pack options and reusability influence what hosts keep on hand; packaging constraints are more salient for rural and transport-heavy contexts. | Adam Kim, Brian Gonzalez, Bethani Hammer, Mary Medina, Melissa Fawcett |
Divergences
| Segment | Contrast | Agents |
|---|---|---|
| Affluent tech-professional vs. Urban Hispanic family-oriented shoppers | Tech professional expresses an anti-marketing, authenticity-first skepticism and frames choices with abstract/technical metaphors; urban Hispanic shoppers prioritize family food fit, cultural ritual and clear price ceilings-less rhetorical, more practical. | Adam Kim, Mary Medina, Bethani Hammer |
| Arts-minded provenance-focused vs. pragmatic rural buyers | Arts-minded, highly educated respondents prioritize provenance and reject portfolio ownership narratives that dilute 'soul'; rural, working-class buyers prioritize price, bulkability and freshness monitoring over provenance. | Joshua Martinez, Brian Gonzalez |
| Rural Indigenous community norms vs. communal celebratory use | Some respondents (notably in Indigenous community roles) report ceremonial non-consumption or strict contextual limits on alcohol that remove certain brands/categories from consideration, contrasting with others who see beer as central to family and public gatherings. | Melissa Fawcett, Mary Medina, Bethani Hammer |
Creating recommendations…
Generating recommendations…
Taking longer than usual
Recommendations & Next Steps
Preparing recommendations…
Overview
Consumers split the portfolio into clear mental lanes: Corona = mood/temperature and photogenic ritual (ice-cold + lime); Modelo (Especial) = substantive, food-friendly, crowd-safe; Negra Modelo = richer/malty for colder weather and hearty food. Purchase drivers are pragmatic: taste, context/food pairing, price ceilings, packaging/logistics. Ownership rarely changes behavior for beer/wine but does erode craft romance for High West. Practical frictions to solve: keeping Corona truly cold, bulk/can availability for Modelo, clear freshness cues, and value-anchored pricing. Lean into occasion-led execution and authenticity without over-glossed marketing.
Quick Wins (next 2–4 weeks)
| # | Action | Why | Owner | Effort | Impact |
|---|---|---|---|---|---|
| 1 | Corona Ice-Cold + Lime Retail Kit | Aligns with how people actually use Corona: temperature + ritual. Increases impulse and satisfaction at point of sale. | Shopper/Trade Marketing | Med | High |
| 2 | Modelo Club-Pack Cans with Game-Day Deal | Matches bulk-buy and can-forward behavior for gatherings; taps Costco/Sam’s velocity during sports moments. | Sales (Club) + Revenue Management | Med | High |
| 3 | Negra Modelo Food Pairing Push | Consumers already reach for Negra with hearty dishes and cold weather; simple meal tie-ins lift seasonal velocity. | Shopper Marketing (Grocery + On-Premise) | Low | Med |
| 4 | Freshness Promise: Bigger Date Codes | Directly addresses freshness vigilance and trust; reduces dissatisfaction from stale grabs. | Packaging Ops + QA | Low | Med |
| 5 | High West Transparency Page + CSR Snippet | Mitigates authenticity concerns by showing what’s real: sourcing, proof stability, and worker/community investment. | Comms/CSR + Spirits Marketing | Low | Med |
| 6 | Host Packs: Modelo + Lime Coupon + NA Option | Hosts want crowd-safe, practical bundles; adds value without prestige posturing. | Shopper Marketing | Med | Med |
Initiatives (30–90 days)
| # | Initiative | Description | Owner | Timeline | Dependencies |
|---|---|---|---|---|---|
| 1 | Occasion-Led Portfolio Messaging System | Codify and deploy simple lanes: Corona = Ice-cold + lime, sun/relax; Modelo = with food/game day; Negra = cold-weather/heartier fare. Refresh creative, retail copy, and social to reflect use-cases, not abstract prestige. | Beer Brand Marketing | Design in 6-8 weeks; pilot in 3 markets by Q2; scale Q3 | Consumer Insights validation, Creative/Legal review, Retailer POS approvals |
| 2 | Corona Cold-Chain Retail Compliance | Measure and improve cooler temps for Corona. Add inexpensive thermometers, planograms for cooler adjacency, and incentives for ice-cold execution with lime proximity. | Sales Ops + Trade Marketing | Pilot 3-4 chains in Q2; expand Q3-Q4 | Retailer participation, Field team training, Incentive budget |
| 3 | Price-Pack Architecture and Promo Guardrails | Align packs to value caps and usage: cans for gatherings, club 24-30pks, seasonal Negra variety. Set guardrails to prevent price creep that triggers switching. | Revenue Management + Finance | Analysis Q2; tests Q3; national updates Q4 | Demand forecasting, Retailer negotiations, Supply planning |
| 4 | High West Authenticity Reset | Publish transparent production details, maintain proof, reduce manufactured scarcity, and tie to verifiable worker/community programs. Focus on flavor-led storytelling over hype. | Spirits Marketing + PR/Legal | Plan Q2; comms + label/web refresh Q3; evaluate Q4 | Legal/Label approvals, Supply assurance on proof, CSR reporting data |
| 5 | Can-Forward Expansion for Modelo | Increase can formats and availability where gatherings dominate; ensure durability and chillability for transport and events. | Packaging/Operations + Sales | Feasibility Q2; line scheduling Q3; rollout Q4 | Can supply, Line time, Retailer assortment updates |
| 6 | Food Pairing and Cultural Partnerships | Partner with Hispanic chefs, soccer events, and key accounts to showcase Modelo/Negra with signature dishes. Provide simple pairing POS and social content. | Brand Partnerships + Shopper Marketing | Partner scouting Q2; activations Q3-Q4 | Agency sourcing, On-premise approvals, Content production |
KPIs to Track
| # | KPI | Definition | Target | Frequency |
|---|---|---|---|---|
| 1 | Corona Ice-Cold Execution Rate | % priority accounts with compliant cooler temps and lime adjacency | ≥70% pilot markets; ≥85% scaled | Monthly |
| 2 | Modelo Club-Pack Velocity | Units per store per week for 24-30pk cans in club and large-format grocers | +20% vs. prior comparable period | Weekly (during sports seasons) |
| 3 | Negra Modelo Seasonal Lift | Q4-Q1 velocity vs Q2-Q3 baseline in targeted geos | +25% seasonal increase | Monthly |
| 4 | Perceived Value Index (Beer) | Survey-based value-for-money score across Corona/Modelo | +5 pts vs. baseline | Quarterly |
| 5 | High West Authenticity/Trust Score | Consumer sentiment index on authenticity and transparency | +10 pts vs. baseline | Quarterly |
| 6 | Freshness Complaints Rate | Consumer contacts/returns citing staleness or skunking per 10k cases | -30% vs. baseline | Monthly |
Risks & Mitigations
| # | Risk | Mitigation | Owner |
|---|---|---|---|
| 1 | Retail pushback on lime co-merch and cooler-space reallocation | Offer fixtures, data-backed lifts, and incentive programs; start with receptive chains | Sales (Retail Chains) |
| 2 | Price-pack changes erode margin or confuse shoppers | Test-and-learn in limited geos; clear shelf communication; maintain legacy packs where needed | Revenue Management |
| 3 | Overt "storytelling" undermines Modelo’s authenticity | Keep messaging plainspoken and food/occasion-led; minimize flashy creative | Beer Brand Marketing |
| 4 | Can supply or line-time constraints delay rollouts | Secure secondary suppliers; phased regional launches; adjust forecasts | Operations/Supply Chain |
| 5 | CSR/Transparency efforts perceived as tokenism | Publish verifiable metrics and third-party partnerships; avoid over-claiming | CSR/Comms |
| 6 | High West loyalists react negatively to changes in availability/pricing | Maintain core SKUs with stable proof/pricing; host listening sessions; communicate sourcing facts | Spirits Marketing |
Timeline
0-90 days: Deploy retail kit pilots (Corona), enlarge date codes, launch club-pack promos, publish High West transparency page.
90-180 days: Pilot occasion-led messaging, cold-chain compliance in select chains, expand can-forward Modelo, initiate chef/soccer partnerships, run price-pack tests.
180-360 days: Scale successful pilots nationally, refine price-pack architecture, broaden on-premise pairings, iterate CSR reporting and authenticity comms.
90-180 days: Pilot occasion-led messaging, cold-chain compliance in select chains, expand can-forward Modelo, initiate chef/soccer partnerships, run price-pack tests.
180-360 days: Scale successful pilots nationally, refine price-pack architecture, broaden on-premise pairings, iterate CSR reporting and authenticity comms.
Research Study Narrative
Constellation Brands Portfolio Perception Study: Executive Synthesis
Objective and context: Understand US consumer perceptions of Constellation Brands’ premium portfolio across Corona, Modelo (Especial and Negra), and select wine/spirits (Kim Crawford, High West). Insights reflect a small qualitative sample (n=6) and synthesize three question areas (brand image, ownership awareness, premium-choice drivers).
What we heard across questions
- Corona is a mood and temperature, not a meal beer. Consistently framed as photogenic escapism-“beach-in-a-bottle,” lime ritual, and best when ice-cold. As Joshua Martinez put it, “Corona is a temperature; Modelo is a beer.” Adam Kim called it “vibes-first… more marketing than malt.” Corona wins in sunny, low-effort moments and quick social posts; it’s sensitive to serving temp.
- Modelo (Especial) is substantive and food-friendly; Negra adds malty richness. Especial is seen as a sturdier, working-class staple that “lands better” for mixed-company gatherings (BBQs, game day), and tolerates less-than-ice-cold serving. Negra is repeatedly named for colder weather and hearty, flavorful food-Bethani Hammer: “Negra Modelo rides right into taco night or a stew… beats Corona for flavor and cooking.”
- Drivers of “premium” choice are pragmatic. Taste and context (who’s there, what’s being eaten, season) lead; prestige is deprioritized. Price acts as a value cap, not a status flex-Brian Gonzalez: “I’m not crossing $60-70. Hype bottles over 100 are clout, not flavor.” Logistics matter: cans over glass around kids (Adam Kim), bulk-buying Modelo at Costco for events (Brian), and easy chill/transport.
- Ownership knowledge rarely changes purchase, but dents craft romance in spirits. “Net-net: taste and price win,” said Adam. Shared ownership deflates authenticity narratives-most notably for High West (“the romance feels more… managed,” Joshua). Some watch for price creep and prefer smaller/local when feasible; others prioritize reliability (freshness dates, recipe stability) over corporate identity.
Persona correlations and nuances
- Working-class Hispanic men (rural) prioritize value, freshness, and bulk/can formats; Modelo is the dependable cookout/game-day choice (Brian Gonzalez).
- Urban Hispanic women (family/food-centric) optimize for meal fit and community appropriateness; Modelo for gatherings, Corona for summer/visual moments (Mary Medina, Bethani Hammer).
- Affluent tech professional is anti-marketing and logistics-first; tolerates corporate ownership if flavor/convenience hold (Adam Kim).
- Arts-minded provenance-sensitive consumer is authenticity-focused and wary of over-polish; offers clear reframings useful for messaging (Joshua Martinez).
- Rural Indigenous caregiver emphasizes contextual non-consumption (ceremonies) and practical constraints; brand prestige is irrelevant in many settings (Melissa Fawcett).
Implications and recommendations
- Occasion-led portfolio lanes: Codify and deploy simple use-cases-Corona = ice-cold + lime, sun/relax; Modelo = with food/game day; Negra = cold-weather/heartier fare.
- Trade execution that mirrors real behavior: Corona cold-chain compliance and lime adjacency; Modelo can-forward club-packs with game-day offers; larger, clearer freshness codes to meet vigilance.
- High West authenticity reset: Transparent production details, stable proof, reduced manufactured scarcity, and verifiable worker/community investment to counter “managed” romance perceptions.
- Price-pack guardrails: Align packs to value ceilings and hosting needs (cans, bulk), and avoid price creep that triggers switching.
Risks and measurement guardrails
- Risks: Retail pushback on cold-chain/co-merch; can supply or line-time constraints; over-glossed storytelling undermining Modelo’s authenticity; CSR efforts seen as tokenism.
- Mitigations: Incentivized retail pilots and planograms; phased, can-forward rollouts with secondary suppliers; plainspoken, food/occasion-led creative; publish verifiable CSR metrics.
- KPIs: Corona Ice-Cold Execution Rate (cooler temps + lime adjacency); Modelo Club-Pack Velocity; Negra Modelo Seasonal Lift (Q4–Q1 vs baseline); Perceived Value Index (beer); High West Authenticity/Trust Score.
Next steps
- 0–90 days: Pilot Corona retail kit and cold-chain checks; enlarge freshness date codes; launch Modelo club-pack promos; publish High West transparency page.
- 90–180 days: Test occasion-led messaging in three markets; expand can-forward Modelo availability; run price-pack guardrails; initiate chef/soccer pairings.
- 180–360 days: Scale successful pilots nationally; refine price-pack architecture; broaden on-premise food pairings; monitor KPIs monthly/quarterly and iterate.
Note: Findings are directional from a small qualitative sample; validate with targeted quant and in-market A/B tests before full-scale rollout.
Recommended Follow-up Questions
Updated Jan 29, 2026
-
For each brand (Corona, Modelo Especial, Negra Modelo, Kim Crawford, High West), rate how well these describe it: refreshing; pairs well with food; distinctive flavor; crowd‑pleaser; worth the price; authentic; looks good in photos; best for sunny/outdoor moments; best for colder‑weather/rich meals; good for gifting. Include a Not familiar option.matrix Quantifies perceived roles to refine positioning, messaging, and occasion-led activation across the portfolio.
-
What is the maximum price you would feel comfortable paying (USD) for each item in each scenario? Items: Corona 12‑pack; Modelo Especial 12‑pack; Kim Crawford 750ml; High West 750ml. Scenarios: casual hangout; hosting dinner; host gift.matrix Sets price and promotion guardrails by occasion to guide pack architecture and discount depth.
-
How likely are you to choose each brand (Corona, Modelo Especial, Negra Modelo, Kim Crawford, High West) in the following settings: bar/restaurant; bringing to a friend’s gathering; serving at your home; outdoor events/festivals; stadiums? Use a 5‑point likelihood scale plus Not applicable.matrix Informs channel and event activation by mapping brand pull across settings.
-
What reasons might make you not choose each brand (Corona, Modelo Especial, Negra Modelo, Kim Crawford, High West) for a social occasion? Select all that apply per brand: too light/weak; too heavy/bitter; flavor doesn’t fit occasion; price too high; brand image doesn’t fit; not available cold; packaging inconvenient; prefer another brand; calorie/ingredient concerns; don’t know it.matrix Surfaces fixable barriers to target with product changes, packaging, pricing, and POS.
-
List up to three other brands you would most likely consider instead of each of the following for a premium social occasion: Kim Crawford Sauvignon Blanc; High West whiskey.open text Defines competitive sets for wine and whiskey to prioritize conquest and shelf adjacency strategies.
-
How important are the following when evaluating a premium whiskey purchase: age statement; mash bill details; where it’s distilled/aged; single vs blend; proof (ABV); awards/ratings; bartender/friend recommendation; brand story; ownership independence; cocktail suitability; price?likert Prioritizes messaging and transparency cues that drive High West consideration.
Include a Not familiar option in matrices and randomize attribute/order to reduce bias. These fill gaps on Kim Crawford/High West, pricing by occasion, channel settings, and barriers.
Study Overview
Updated Jan 29, 2026
Research question: Understand US consumer perceptions of Constellation Brands’ premium portfolio (Corona, Modelo, Kim Crawford, High West) and what drives “premium” choice at social occasions.
Research group: n=6 US consumers (25–50), urban/rural mix with Hispanic/Latina and Indigenous representation, parents and a tech professional; 18 total responses.
What they said: Corona is a photogenic, lime-and-temperature vibe beer for sunny, low-effort moments, while Modelo Especial is the sturdier, food‑friendly, crowd‑safe default and Negra Modelo is chosen for richer meals or cold weather.
Ownership knowledge rarely changes beer or wine buying but deflates craft romance most for High West; premium selections are driven by taste, context/food pairing, price ceilings, and logistics (cans, bulk, freshness) rather than prestige.
Main insights: Occasion and serving ritual determine brand fit; value-per-dollar and practicalities guide stocking; authenticity matters only when the brand’s story is the promise (e.g., whiskey).
Takeaways:
Research group: n=6 US consumers (25–50), urban/rural mix with Hispanic/Latina and Indigenous representation, parents and a tech professional; 18 total responses.
What they said: Corona is a photogenic, lime-and-temperature vibe beer for sunny, low-effort moments, while Modelo Especial is the sturdier, food‑friendly, crowd‑safe default and Negra Modelo is chosen for richer meals or cold weather.
Ownership knowledge rarely changes beer or wine buying but deflates craft romance most for High West; premium selections are driven by taste, context/food pairing, price ceilings, and logistics (cans, bulk, freshness) rather than prestige.
Main insights: Occasion and serving ritual determine brand fit; value-per-dollar and practicalities guide stocking; authenticity matters only when the brand’s story is the promise (e.g., whiskey).
Takeaways:
- Codify and execute occasion-led lanes: Corona = ice-cold + lime + sun/relax; Modelo = with food/game day; Negra Modelo = hearty/cold‑weather.
- Optimize formats and execution for pragmatists: expand Modelo cans and club packs; strengthen cold-chain and enlarge freshness codes for beer.
- Protect value and authenticity: guard against price creep vs. consumer value caps; publish High West transparency (sourcing/proof) and tangible CSR to offset craft skepticism.
Awaiting responses…
Usually takes — seconds
Taking longer than usual
Question
0 responses
Waiting…
| Name | Response | Info |
|---|