Constellation Brands has launched Shyft, “a new flavor changing” flavored malt beverage (FMB), in three markets as part of a newly created “emerging brands group” aimed at creating new-to-world brands with “a more focused but longer testing approach,” CEO Bill Newlands announced during the company’s “Investor Day” on Thursday.
Constellation Brands chief growth and strategy officer Mallika Monteiro described Shyft as “a first-of-its-kind, patented, flavor-shifting FMB.”
“We believe there’s nothing like it in the marketplace,” she said.
Shyft is “designed to hit different taste buds at different times.” The brand is sold in single-serve 16 oz. cans (6% ABV each) of three flavors:
- Citrus Cherry;
- Peach Ginger;
- And Raspberry Watermelon.
The brand is available now in three markets:
- Providence, Rhode Island;
- Greenville, South Carolina;
- And Kansas City, Kansas.
Constellation will follow this early launch with a wider roll out in the spring in those same markets. The company is supporting the early launch with in-store promotions and product trials.
Constellation’s new emerging brands are being created with an “ambition of being disruptive, bringing unique and market leading liquids and experiences to consumers and carving out distinct market positions for Constellation,” Monteiro said.
The company will take a three-pronged approach to launching new products, which won’t trade on the equity of Corona, Modelo or Pacifico, Monteiro explained:
- “Ownership and accountability,” with “dedicated resources and funding” and “a team staffed with deep marketing commercial sales and distributor management experience;”
- “Patience to learn and adapt over multiple years. This isn’t about going fast. Instead, it’s about starting small, learning and adapting with discipline, optimizing before expanding, so that we maximize the success as we pursue big scale ideas;”
- And “a targeted approach to test market selection,” launching “new brands in smaller markets to limit disruption on the core business and to work closely with teams on the ground to test our ideas.”
“New to the world’s brands require patience, careful incubation and a commitment to learning and adapting in order to succeed long term,” Monteiro said. “Our mission is to build the next generation of brands for our portfolio, ready for consumers because we’ve tested, learned and adapted to commercial experience and experimentation.”