We got a press release from Constellation Brands yesterday announcing 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.
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.”