~ Digital marketing strategy translates into additional
brand advocates for Arbor Mist wine ~
VICTOR, N.Y., OCT. 31, 2013 - Constellation Brands, Inc. (NYSE: STZ and STZ.B), a leading beverage alcohol company, announced today that its digital marketing program for one of its most popular brands, Arbor Mist wine-with-fruit, has reached a significant milestone: the garnering of one million Facebook fans. This is the first milestone of its kind for a wine brand according to Socialbakers, a social media analytics platform which allows brands to measure, compare, and contrast the success of their social media campaigns with competitive intelligence.
"With this milestone, Arbor Mist has as many followers as TV host Ryan Seacrest, actor Zack Galifanakis and musician Sheryl Crow," said Amy Martin, brand director, Constellation Brands. "The Arbor Mist digital marketing program began with the goal of not just collecting fans on Facebook, but by creating brand advocates. We've developed a two-way connection with our on-line 'friends' through sampling and promotional events, and by actively involving them in our brand decision making across a number of areas. Our fans have been instrumental from initial idea exploration, concept development, to final flavor and launch decisions. In fact, the new flavors launched earlier this year were chosen by our Facebook fans."
According to 2012-2013 research, 35 percent of Arbor Mist fans have increased their brand purchases since joining the Facebook community. The same research also showed that these fans purchase about twice as many bottles of Arbor Mist than non-fans per shopping trip. Approximately 90 percent of the same fans also recommend Arbor Mist to their friends and families, a key driver behind wine purchase decisions.
"Technology is an integral part of wine consumers' lives, in fact our 2013 research indicates that wine consumers spend 22 hours each week online; that is more time than they spend with any other form of media," said Karena Breslin, vice president Digital Marketing, Constellation Brands. "As a company, we strive to connect with consumers everywhere they are to drive increased awareness and loyalty for our products. Digital marketing initiatives help us create these connections resulting in strong consumer engagement which is crucial in today's business environment."
Constellation invests about 15 percent of its total marketing budget in digital programs. "Digital and social marketing programs have proven to be strong and profitable strategies for the Arbor Mist brand and we plan to constitute a large portion of our marketing spend into the future," Martin said. "As technologies continue to mature, we will evaluate our digital and social offerings to make sure we are interacting with our consumers where they spend their time."
About Constellation Brands
Constellation Brands (NYSE: STZ and STZ.B) is an S&P 500 Index and Fortune 1000® wine, beer and spirits company with more than 100 brands in its portfolio, sales in approximately 100 countries, operations in about 40 facilities and approximately 6,000 talented employees. Founded in 1945, Constellation has grown to become the world's leader in premium wine, the number one beer importer, and the number three beer company in the U.S. with brands that people love, including: Arbor Mist, Black Box, Blackstone, Clos du Bois, Estancia, Franciscan Estate, Inniskillin, Kim Crawford, Mark West, Mount Veeder, Nobilo, Ravenswood, Rex Goliath, Robert Mondavi, Ruffino, SIMI, Toasted Head, Wild Horse, Corona Extra, Corona Light, Modelo Especial, Negra Modelo, Pacifico, Tsingtao, Victoria, Black Velvet Canadian Whisky and SVEDKA Vodka.
Based in Victor, N.Y., the company believes that industry leadership involves a commitment to its brands, to the trade, to the land, to investors and to people around the world who turn to our products when celebrating big moments or enjoying quiet ones. We express this commitment through our vision: to elevate life with every glass raised. To learn more, visit www.cbrands.com (http://www.cbrands.com/).
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Source: Constellation Brands Inc via Thomson Reuters ONE
