With more fashionable venues such as social media and mobile marketing; which is now getting all the attention, email marketing has come to seem old fashioned and therefore assumed not to work. Some are even claiming it is dead.
360 Degree Media Group Blog
Heineken sets the bar for liquor retailers:
In 2007, Heineken decided to run a campaign that would energize its brand in Puerto Rico. The brand realized that they needed more than the traditional television ads to capture their audience. This led to the creation of a virtual universe called Heineken city, modeled to resemble a luxury residential development.