Beverage World - May 2008 - (Page 32) [COVERSTORY] while it’s not a big base of businy’s Planet 10 Spirits joint venture, provides the comness, it’s growing very rapidly. We pany with a platform for expanding its premium spirhave organizations in those places its offerings. focused on growing our business “Svedka is an absolute phenomena; it’s a fast-as those markets grow,” Sands says. growing, leading brand and when the opportunity While Constellation is currently came along to buy it, we bought it,” remarks Sands. focused on growing its organic “With Effen, we saw a small brand that had a lot business and optimizing its of potential and therefore we bought it as a brand expanded portfolio, acquisitions that we could add to the portfolio in an early stage are a key part of the company’s and use our marketing expertise and strength as a growth strategy. company in the marketplace to turn it into a more “Premiumization is an important brand.” important part of our strategy Constellation’s spirits division, previously known and we’re focused on faster growas Barton Brands and now named Constellation ing categories and faster growing Spirits, also has been strategically developing new THE SVEDKA GRL is the centerpiece of Svedka Vodka’s innovative ad campaign. geographies. As acquisitions premium brands, such as 1792 Ridgemont Reserve The edgy brand has hosted numerous become available and if they’re Bourbon and 99 Bananas Schnapps. high-profile bashes and has made its way into the Hollywood circuit. strategic, which means they’re the The company also continues to grow its internaright categories and the right tional business through its UK, Australian and New geographies, then we’ll consider those opportunities as they Zealand subsidiaries and has identified countries where it arise,” Sands asserts. has opportunities to expand its presence in wine and spirits. At Constellation, it’s all about having the right mix. BW “We’re already in markets like Russia, China and India and » When does 1 + 2 = 1? When you can move 1 or 2 pallets with 1 solution. Save time, save fuel, save money, stay competitive. Engineered from the ground up, Cascade’s new Single-Double Pallet Handlers were designed to perform in real working conditions. You can handle a single pallet or spread the forks hydraulically to lift, carry and sideshift multiple pallets side by side. move one move two See how the Cascade Single-Double Pallet Handler can save you time and money at: www.cascorp.com/MLH or call 1-877-542-4BLUE http://www.cascorp.com/MLH http://www.cascorp.com/MLH
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