• Forbes CMO Network, Friday, May 7, 2010 10:45 AM

Constellation Brands, the world's largest wine producer whose 75 labels include Robert Mondavi, Ravenswood and Estancia, is planning some marketing "tricks" that are new to the industry, Laurie Burkitt reports after a chat with CMO Chris F. Fehrnstrom. The intent is to woo wine drinkers under the age of 35.

It's testing a mobile app, for example, that allows shoppers to scan a bar code for more information -- including video -- about where the wine was grown, how it tastes and what to eat with it. Users can also create personal profiles and send recommendations on social media.

The company is also partnering with American Express for Pairings, a Web series produced from live events with chefs and musical talents. And it continues to market Black Box, a $20 product that holds the equivalent of four bottles of wine in a cardboard carton lined with a plastic bag, to younger adults. It hopes they eventually will trade up to higher-end brands.

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