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How Arbor Mist Toasts Its 1M-Plus Facebook Fans


ArborMist650Arbor Mist raised its glasses to Facebook, as it became the first wine brand to reach 1 million likes, according to social media analytics platform Socialbakers, and its success hasn’t stopped at the like total.

According to Arbor Mist parent Constellation Brands, 35 percent of Arbor Mist’s Facebook fans have increased their brand purchases since likings its page, and about 90 percent recommend the brand’s wines to their friends and families.

Constellation said Arbor Mist’s Facebook fans accounted for more than $ 28 million in revenue in the past 12 months, and the company boasts more than 2 million Facebook fans from all of its brands. It has 26 brands on Facebook, 16 on Twitter, and 13 on YouTube.

In addition to Arbor Mist, other Constellation brands are: Black Box, Blackstone, Clos du Bois, Estancia, Franciscan Estate, Inniskillin, Kim Crawford, Mark West, Mount Veeder, Nobilo, Ravenswood, Rex Goliath, Robert Mondavi Winery, Ruffino, Simi, Toasted Head, Wild Horse, Corona Extra, Corona Light, Modelo Especial, Negra Modelo, Pacifico, Tsingtao, Victoria, Black Velvet Canadian Whisky, and Svedka Vodka.

Constellation Brand Director Amy Martin said in a release announcing the milestone:

With this milestone, Arbor Mist has as many followers as TV host Ryan Seacrest, actor Zack Galifanakis, and musician Sheryl Crow. The Arbor Mist digital marketing program began with the goal of not just collecting fans on Facebook, but creating brand advocates. We’ve developed a two-way connection with our online 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.

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. 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.

Vice President of Digital Marketing Karena Breslin added:

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. 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.

Readers: Are you surprised that more wine brands have not joined the 1 million-likes club?

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