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."
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.
Arborita by Arbor Mist is a new and refreshing take on the traditional Margarita. This Strawberry Margarita is bursting with ripe strawberry and refreshingly smooth margarita flavors, ideal for get-togethers, festive parties, or simply just relaxing at home.