Constellation Brands, Inc.said it formed a multi-million dollar, multi-year partnership with Tastemade, a modern media company, to launch a first-of-its-kind content studio that will create and distribute social and streaming content to drive consumer engagement globally for Constellation Brands Wine & Spirit.
“Constellation + Tastemade Studios” will drive elevated storytelling to introduce a new, highly-engaged generation of LDA consumers to the wine and spirits category, through Constellation’s leading brands, including Robert Mondavi Winery, The Prisoner Wine Company, High West Whiskey, Kim Crawford, SIMI, Schrader Cellars, Double Diamond, To Kalon Vineyard Company, Ruffino Estates, Lingua Franca and others.
The partnership will create a new slate of original and powerful series, inspired by these winning brands, that break through, inspire, and advance global wine and spirits culture with innovative storytelling formats spanning native social video and streaming television, as well as brand experiences. Key components of the deal include:
- Originals for streamers: the development and sale of original series to streamers
- Originals for the Tastemade streaming channel: the development and distribution of longform shows, including Street Somm, on Tastemade’s streaming channel.
- Talent, community, content management, and innovation: the development of a tailored approach to curating key brand storytellers and building an engaged community through content and experiences; the architecture of experiential activations, creator and talent partnerships, and platform innovation.
- Native social video content: branded original social video content to drive awareness and increase sales.
The first streaming show resulting from the partnership will be, "Street Somm," an on-the-go travel series that sends a curious, outgoing sommelier traveling around the country with one goal in mind: to explore mouthwatering eats, learn the story behind them, and find unexpected wine pairings around every corner. In each episode, the “Street Somm” journeys to a new U.S. city where they will meet an in-the-know local to eat and pair in creative and surprising ways – putting a fun twist on the "right" way to pair wine and challenging any preconceived notions about wine and food.
“We’re excited to launch this bold and innovative partnership with Tastemade, which we believe will bring new and diverse consumers into the category,” said Robert Hanson, EVP/president, Constellation Brands’ wine and spirits division. “Consumers today are in the driver’s seat and choose to engage with brands that not only deliver high quality, great tasting wines and spirits, but exciting and engaging experiences across modern channels. Our collaboration with Tastemade accelerates our consumer-obsessed strategy through rich storytelling, dynamic talent partnerships, and native social video content that we anticipate will win with consumers across the globe.”