Alcoholic beverages producer Constellation Brands has purchased Empathy Wines, a digitally-native wine brand and direct-to-consumer (DTC) platform.

Constellation Brands president and CEO Bill Newlands said: “We are committed to transforming our wine and spirits business into a high-performing brand portfolio that consistently delivers growth and shareholder value.

“Key to our strategy is being consumer obsessed – building a direct relationship with our consumers, meeting them where they are shopping and engaging today, and pushing beyond to meet their evolving preferences well into the future.

“We believe Empathy Wines has the right team and approach to help us deliver exceptional brands and experiences to our consumers, and thereby industry-leading growth, by expediting our ability to more deeply connect with consumers and build the strongest direct-to-consumer and digital commerce business in the category.”

Empathy Wines was co-founded by Gary Vaynerchuk, an entrepreneur and media personality along with business partners Jon Troutman and Nate Scherotter.

As part of the deal, Empathy Wines brand will be added to Constellation’s wine and spirits brand portfolio.

Empathy Wines co-founders Jon and Nate along with the employees will be part of Constellation Brands family and work together with its wine and spirits organisation.

Constellation will work with Empathy Wines team to further enhance the brand’s growth while leveraging rich consumer insights and analytics.

Furthermore, Vaynerchuk will assist Constellation Brands and Empathy Wines in a consulting capacity.

Vaynerchuk said: “Our ability to understand and ‘empathise’ with the modern-day wine consumer’s behaviour, wants, and needs has been proven through Empathy’s incredible growth.

“We are excited to replicate this modern-day, consumer-centric approach at a larger scale, and with more infrastructure, working with a portfolio of some of the most iconic brands in the world of wine, and with leadership that is making investments in a quickly evolving category.”

Financial details of the deal are yet to be divulged by either company.

Last August, Constellation Brands made a minority investment in North Carolina-based Durham Distillery.