The Canadian wine business of Constellation Brands is the market leader in Canada with approximately three times the market share of its closest competitor and 7 of the top 20 wine brands.
The brand's decision to go with a first-ever male model, 17-year-old makeup artist and social media star James Charles, is being called genius Gen Z marketing.
The goal is to overhaul its product portfolio by offering healthier food and beverage choices, reduce its environmental impact and empower people around the world.