Barton Beers Rolls Out Tetley's Motion Displays

To underscore that Tetley's English Ale should be consumed from a glass, not from the can, Barton Beers Ltd. of Chicago has employed a battery-operated motion device on its floorstand riser that creates the illusion of beer being poured from can to glass.A hidden motor powers "the pour," an amber-colored acrylic rod that turns as it makes its way from the Tetley's can (a corrugated lug-on) into a corrugated lug-on glass. Adjacent to the glass is a pocket holding 25 take-one pamphlets providing product features and benefits, historical background and a consumer offer for Tetley's glassware and coasters."Our research showed that displays with motion have proven to be very successful for beer companies in the past, so we wanted to incorporate motion of some sort in this display," says Barb Starr, marketing manager for Barton Beers. "In addition, because it is very important that Tetley's be poured from the can to get the full effect of this nitrogenated ale, the display also had to simulate beer flowing out of the can."Designed and manufactured by The Strive Group/Pride Container Corp., Chicago, the motion display was created to increase sales in off-premise liquor accounts and in grocery aisles in major markets across the U.S. Specific objectives for the unit were to obtain placement in key off-premise accounts, achieve optimum display locations, attract consumer attention to promote trial and educate consumers about the product, a top-selling ale in England."We gave Pride Container the challenge of meeting these objectives, but without exceeding a limited cost of $20 per unit -- not including development," says Starr.Barton Beers' wholesalers placed the initial run of 2,500 displays equipped with two "D" batteries for a January through March 2001 promotion. "The displays were so successful that we're now reordering another 2,500 for this fall and winter," notes Starr.Wholesalers were given a checklist of prerequisites for placement of the displays, which they supplied and set up free-of-charge. To qualify, accounts had to have the potential to sell at least five cases per week; carry Tetley's for a minimum of three months; place the motion display in a prominent location; and maintain the unit for at least one month.Each refillable display holds five cases of ale atop a two-case false bottom that keeps the product within easy reach without tying up too much inventory. The display measures 30 inches wide, 68 inches high, and 18 inches deep.A full schedule of print advertising in national beer publications and regional consumer and trade magazines supports the current Tetley's campaign. The premium ale was launched in the U.S. in November 1999, focusing on on-premise bar and pub sales. The new displays were designed to create additional off-premise sales, with the ultimate goal of carrying over the identity of the pub ale to the home consumer.

Barton Beers Rolls Out Tetley's Motion Displays

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