For brands that would appeal to millennial consumers, then, social presence makes sense. Constellation Brands, for instance, markets more than 100 beverage brands, and while it has invested heavily in developing a social profile for many of those labels, not every brand necessarily has a social presence.
As for discounts, an April 2011 study by ROI Research found that only 26% of social network users followed alcoholic beverage brands because they wanted discounts or coupons. Followers of food, personal care and healthcare brands were much more likely to be looking for discounts and coupons. Read the rest at eMarketer.