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A mobile app helps to choose wines for the Holidays

December 20, 2013 | in News, Web 2.0

New technology assists consumers with selecting wines and finding the closest stores to purchase the products

Constellation Brands, Inc. a leading beverage alcohol company, announced just in time for the holidays that it has collaborated with Hello Vino, the most popular wine app among U.S. consumers, to pioneer digital-based technology via smartphones that allows consumers to quickly and easily identify the perfect wine for every occasion, while also locating the nearest retailer to purchase the wine. Constellation is the first company in the wine industry to deliver retail store location data with real-time wine recommendations utilizing a mobile wine app, alleviating stress for wine consumers this holiday season.

“Consumers can be overwhelmed by choosing a wine to go with a particular meal or occasion. A mobile app is the perfect vehicle for wine recommendations, since the smartphone allows for a personal, informative and location-specific experience,” said Ed LeMay, senior vice president, Marketing Services, Constellation Brands.

This year, Constellation has taken its relationship with Hello Vino one step further by integrating product locator technology. In addition to having wine recommendations right at their fingertips, consumers can now easily access directions to the closest retailer where they can purchase the product.

“Constellation’s new product locator allows Hello Vino to bridge the digital and physical worlds, driving mobile app users to a nearby retailer to complete their purchase,” said Jeff Maddux, senior technical director, Hello Vino. “This provides a valuable utility for wine discovery, and now, wine purchases.”

For the 2013 holiday season, Hello Vino anticipates targeting close to 850,000 consumers through location-specific push notifications sent to users’ smartphones in the Northeast, Southeast and Midwest for Constellation’s wines including Mark West, Woodbridge by Robert Mondavi, The Dreaming Tree, Clos du Bois, Ruffino and Robert Mondavi Private Selection. Constellation has also integrated the product locator data into other mobile food and drink apps as well as their brand Facebook pages.

“As a company, we strive to connect with consumers everywhere they are to drive increased awareness and loyalty for our products,” LeMay added. “Digital marketing applications will continue to make it easier for these connections resulting in strong consumer engagement, which is crucial in today’s business environment.”


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