Beer

Product: Rheingold beer
Number of displays: 100
P-O-P company: Hankscraft/AJS, Reedsburg, Wis.
Distribution: Bars in New York City
Introduction: August 2000
Duration: Permanent
Construction: Molded urethane
Display set-up: Distributors
The Statue of Liberty tap handles promoting Rheingold beer have flames that light up every time a beer is poured.

Product: Foster's beer
P-O-P companies: Strategic Marketing Resources (design), Norwalk, Conn.; Madden Communications Inc. (printing and fulfillment), Chicago
Distribution: On- and off-premise locations nationwide
Introduction: August 2000
Foster's "Party Like an Aussie" campaign was unveiled for the Summer Olympics to promote on- and off-premise events.

Product: Beer
P-O-P companies: Ryan Partnership (design and production), Westport, Conn.; JB Graphics (printing of standee, table tent and dangler), Ronkonkoma, N.Y.; Renco Displays (graphic finishing), Englewood, N.J.
Distribution: On- and off-premise accounts
Introduction: August 2000
Duration: Promotional
Construction: Paper
Display set-up: Heineken salesforce
John McEnroe was key to the P-O-P used by Heineken USA to promote its association with the U.S. Open event.

Review of an academic paper entitled, "Why Retailers Sell More or Less Than Their Fair Share in a Category,"