Digital advertising is something we've heard a lot about in recent years, as wine and spirits companies (not to mention beer) are allotting a larger percentage of their overall media spend to that medium. Now Diageo is taking it a step further by launching a multi-million dollar partnership with Facebook that will span the globe. Already in the United States Smirnoff, Captain Morgan, Baileys, Jose Cuervo Margaritas and Crown Royal showed a 20% increase in combined sales as a result of Facebook activity, said Diageo. How so? These brands were able to grow their collective fan base from 3.5 million to 12 million in the past 12 months, and Smirnoff became the number one beverage alcohol brand on Facebook worldwide.