BDA Named Preferred Branded Merchandise Agency of Record for Constellation Brands Beer Division
February 19, 2014Press Release
Brand Portfolio Includes Corona—Best-Selling Import Beer in U.S.
WOODINVILLE, Wash. – February 19, 2014 — Bensussen Deutsch & Associates, Inc. (BDA), the nation’s premier Merchandise Agency™, serving more than half the Fortune 50, today announced it has been named the preferred branded merchandise agency of record for Crown Imports. The partnership officially launched Jan 1.
Crown Imports LLC, a division of Constellation Brands, imports, distributes and markets the Modelo portfolio and other beer brands across the entire U.S., including Corona Extra (the No. 1 imported beer in America and No. 5 in overall U.S. dollar share), Corona Light, Modelo Especial (the No. 3 imported beer in America), Negra Modelo, Pacifico and Victoria (select markets) beer brands. Crown also imports the Tsingtao beer brand in the U.S. Constellation is now the third-largest brewer and seller of beer to U.S. consumers.
“After an exhaustive RFP process beginning with a pool of 60 companies, BDA surfaced as the clear choice for our multi-faceted business,” said Jenny A. Calcara, director of licensing and promotions for Crown Imports. “Nobody could match the breadth of industry expertise, intuitive customer service and creative spirit we discovered with BDA. We have complete confidence in their ability to drive affinity for our beer brands.”
BDA will design, develop and manage two estores for Crown Imports—a consumer-facing retail site and a premiums catalog for employees and distributors. Additionally, BDA will support the Crown Imports brand teams, agencies and field sales associates in developing custom promotions and regional and national merchandise campaigns.
“It’s an honor to earn the business of a company like Crown Imports that is gaining market share and is poised for continued growth. Corona may have the most name recognition, but their other beers are definitely up-and-coming,” said BDA co-founder and CEO Jay Deutsch. “By strategically activating these brands at bars, grocery stores, C-stores and sports and entertainment events, we can impact a larger piece of the $99 billion Americans spend on beer each year.”
For more information about Constellation Brands Beer Division, visit cbrands.com.
About BDA
Bensussen Deutsch & Associates, Inc. (BDA), the nation’s first and largest Merchandise Agency™, provides marketing services and customized branded merchandise to Fortune 500 enterprises, major sports leagues and global entertainment holding companies. The company is celebrating 30 years of business with such high-profile brands as Caterpillar, Coca-Cola, Ford, GE, Kellogg’s, Major League Baseball, the National Football League and Starbucks. Clients come to BDA to extend their reach through custom branded-merchandise campaigns, integrated e-commerce marketing, and sports and entertainment sponsorship activation. For more information on the power of merchandise, visit www.bdainc.com.
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