Constellation Brands Beer: The People Helping Us Get “Closer to a Cure”

Every year, Constellation Brands Beer teams up with The V Foundation to raise money for cancer research. In 2015, Constellation Brands Beer donated more than $1,000,000 to the Foundation – a record. We wanted to learn about the people behind the incredible support Constellation shows for cancer research, so we asked Erin Tait, a Market Development Manager for Constellation Brands Beer in Washington, about why she is so passionate about this campaign.


By Erin Tait


I am so thankful for the fact that upon my start with Constellation, my General Sales Manager John Williams made it clear that The V Foundation program was a top priority for me, as it is to both himself and the company.  He has consistently emphasized the importance of making this program personal and doing whatever it takes to put the Pacific Northwest on the map through these efforts.

The most rewarding part of being involved with this program on a distributor/retail level is the very obvious increase in efforts year over year.  What once started as simply asking for donations and hanging basketball slips on the wall has turned into something much bigger.

Please allow me to share a few of the ways we are raising money for The V Foundation this year:

  • Several golf tournaments will be held at courses all over the area. Players pay an entry fee and a portion of the entry fee goes straight to The V Foundation. In addition, at the conclusion of each tournament, we will hold a silent auction to raise additional funds.  The first tournament we have planned is March 19 in Tacoma, Washington and it is SOLD OUT!
  • Together we were able to introduce a program to 15 Buffalo Wild Wings locations throughout Western Washington. In the past, we’ve introduced a one night only program benefiting The V Foundation during the NCAA Men’s Basketball tournament, which last year raised $1,500. This year, we got the 15 stores on board to run a two month promotion in all 15 locations!  Anytime a customer mentions The V Foundation between February 1 and April 2, Buffalo Wild Wings will donate 10% of their check to the Foundation! The goal for the 15 stores alone is to raise $4,000 and my hope is that we far surpass that.  This program has garnered so much attention that additional stores in both Idaho and Utah have jumped on board!
  • Various accounts around the area are holding promotions to benefit The V Foundation, doing anything from Spaghetti Feeds, Dunk Tanks, Poker Runs and 50/50 auctions…all to raise money for cancer research!


If I could pass along any advice to anyone participating in this program on any level it would be this: Make it personal and make it contagious!  Remind yourself and those around you every single day why you are doing this, why you are preparing moving and effective kick off meetings to sales teams and why you should not be afraid to ask a retailer for their time and energy behind this program. The more you put into this program, the more you get out of it…the more everyone gets out of it. The efforts are truly contagious and I am witnessing that first-hand right now.  The more creative ideas we generate each year for ways to raise money, the more money we raise, the more we want to raise the following year. It is hands down the most rewarding program I have ever been a part of and we are just getting started!