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Constellation inks deal to distribute Mondavi wine in China

Rochester Business Journal
March 26, 2014

Constellation Brands Inc. has teamed up with a Chinese firm to focus on developing the iconic Robert Mondavi wine brand in China, the company said Wednesday.

Victor-based Constellation will work with Vats Liquor, a brand building and distribution business, to market and promote the brand. The agreement, expected to last for a few decades, will use Constellation’s brand management expertise, along with Vats’ distribution network and knowledge of the Chinese consumer.

China is the fifth largest wine consumption market globally and is projected to be a key driver of total global wine growth during the next five years, Vats officials said.

“This strategic alignment with Vats Liquor is an exciting step forward in the execution of our international strategy, which is focused on establishing strong distribution of our powerful global wine and spirits brands in core markets around the world,” said Robert Sands, Constellation Brands’ president and CEO, in a statement.

“Vats Liquor, a proven and successful brand builder in the alcohol beverage industry, is the right strategic partner for us to work with to build our Robert Mondavi brand portfolio in China due to its vast industry experience, established market relationships and deep knowledge of the Chinese consumer.”

 (c) 2014 Rochester Business Journal. To obtain permission to reprint this article, call 585-546-8303 or e-mail

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