Override ruby constant in subclass so inherited methods use new constant instead of the old?

I’ve done this by simply redefining the constant in the subclass, and then referring to it in methods as self.class::CONST in instance methods and self::CONST in class methods. In your example:

class SuperClass
  CONST = "Hello, world!"
  def self.say_hello
    self::CONST
  end
end

class SubClass < SuperClass
  CONST = "Hello, Bob!"
end

SubClass.say_hello #=> "Hello, Bob!"