Activation Gallery: BevAlc Merchandising
The beverage alcohol (BevAlc) category has been interesting to watch in recent years as alcohol consumption trends evolved and brands increasingly diversified their product offerings. One sub-category we’re watching closely at the Path to Purchase Institute is non-alcoholic beverages, which are especially prevalent among Millennials and Gen Zers.
According to off-premise data from NielsenIQ, 94% of BevAlc consumers are also purchasers of non-alcoholic alternatives. Also noteworthy, beer has been losing ground to other alcoholic beverages, and canned cocktail sales are growing faster than that of hard seltzer.
Additionally, online alcohol sales have been on an upward trajectory since at least 2017 and will continue significant growth through 2025, per many estimates. However, the most influential place to purchase is still in stores.
Here is a sampling of how brands have activated at retail over the past six months.
Molson Coors activated its summer music promotion, “Chill Amplified,” at Albertsons Cos.’ namesake banner with a pole topper above case stacks of limited-edition Coors Light packages. The topper communicated a “This summer, choose chill” message and invited shoppers to scan a QR code to enter a sweepstakes that awards a “VIP music experience” with one of the brand’s musical partners, such as LL Cool J and Mt. Joy.
Molson Coors’ Miller Lite tied in to the Houston Livestock Show and Rodeo, which took place February-March, with a commanding spectacular at a
Circle K in Texas. The presentation comprised themed “Round up great taste” standees, a floor cling and signage surrounding case stacks and a small tower of individual, limited-edition cans.
Total Wine showcased non-carbonated spiked refresher Happy Thursday from Molson Coors after it launched and hit retail shelves in April. A colorful, branded standee and large stanchion sign communicating “New” was surrounded by stacks of cases on an elevated platform right next to the entrance.
At Amazon Fresh, a branded floorstand stocking individual bottles of Treasury Wine Estates’ Matua wine encouraged shoppers to “Refresh your bucket list” by scanning a QR code that directed shoppers to the brand’s Instagram page for inspiration.
At Kroger, various branded cases of wine are merchandised together below a pole topper designed as a cheat sheet for different types of wine, including pinot noir, red blend and pinot grigio. Signage for each type of wine highlights primary flavors and a taste profile alongside a QR code that directs shoppers to more in depth profiles, including info on select brands from, for example, Seaglass Wine Co. and E. & J. Gallo Winery’s Barefoot.
At Kroger, a dedicated endcap united and co-marketed different champagne and wine brands ideal for brunch, including Kim Crawford, The Beach Rose by Whispering Angel, Cook’s, Andre and Lamarca. The endcap included pink co-branded signage such as violators, a header sign and shelf blocks promoting the bottle/brand merchandised on that shelf. The signage communicated cocktail ideas, tips and recipes.
Heat Check, a new hot pepper-flavored vodka from Spirit of Gallo, was created in partnership with New Amsterdam and YouTube talk show “Hot Ones.” At Kroger, it was co-marketed alongside cases of ZingZang bloody mary mix on a co-branded floorstand that communicated a cocktail recipe.
Non-alcoholic brand Wonder Fusion drew attention in the BevAlc department at ShopRite with stacks of its freeze pops displayed under a colorful, branded umbrella that depicted all the flavors and that it’s “For ages 21 and younger."