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Diageo In Global Tie-Up With Facebook

September 19, 2011

Diageo has come to a multimillion-dollar deal with social media juggernaut Facebook to expand the relationship between the two companies in drinks markets around the world. Diageo says the new tie-up will “drive unprecedented levels of integration and joint business planning and experimentation” between it and Facebook in the years ahead. The agreement will see Facebook provide strategic consultancy to Diageo’s priority brands in key global markets like New York, Amsterdam, London, Dublin, Sao Paulo and Singapore, with Diageo and its partner agencies working closely with Facebook to tailor campaigns in a social media-friendly format. Facebook will also provide metrics to help Diageo define its return-on-investment, an area still in the development stage across the social media marketing landscape.

Diageo says the benefits of its existing relationship with Facebook are already significant. According to a recent study by the company, five key brands in the U.S.—Smirnoff, Jose Cuervo Margaritas, Captain Morgan, Baileys and Crown Royal—have seen a collective 20% increase in sales owing to Facebook activity (linked to Diageo’s brands’ Facebook fans growing from 3.5 million to 12 million within the past year, as Smirnoff became Facebook’s number-one beverage alcohol brand worldwide).

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