Constellation Wines: Pass the Bottle

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Constellation Wines US is targeting Facebook users with Pass the Bottle, a social game that allows them match different wine brands to their Facebook friends.

Consumers select the friend they want to pair a wine with, and the application, developed by Organic, will pair each friend with one of the distinct 'personalities' of the seven brands (10 total wines) in the program, 'passing' that friend the bottle. The personalities range from the 'sweet, playful and spontaneous Blufeld Riesling' to the 'feisty, rebellious, captivating Diseno Malbec' and the 'chic, versatile, effortless Mouton Cadet.' Those taking part can also be eligible for rewards, which range from discounts on Pass the Bottle wines, to a national sweepstakes for VIP packages to Lollapalooza in Chicago this August.

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