Omaha Steaks Courts Gen Z, Constellation Bets Beyond Beer

Omaha Steaks is rewriting its playbook to win Gen Z without losing loyal customers. Constellation Brands just signalled it wants more than beer. And the creators FMCG brands most want? They're saying no more often. In this episode: Omaha Steaks is stripping out polished marketing speak in favour of authentic, culturally resonant messaging to attract Gen Z while retaining its established heritage customer base. Constellation Brands has acquired hydration-adjacent alcoholic drink SpikedAde, with its CEO confirming beer remains the core but signalling active pursuit of external deals in adjacent growth categories. Top-tier creators are cutting the number of brand deals they accept, demanding longer commitments and greater creative control — raising costs and complexity for FMCG brands built on volume-based influencer strategies. The FMCG Marketing Daily is a concise briefing for FMCG and CPG marketers, brand managers and CMOs, hosted by Marco & Klara. New episode every day. Enjoying the show? A quick rating or review on Apple Podcasts or Spotify helps other marketers find us. Also from Marco & Klara: The Digital Commerce Daily · The Health Marketing Daily