Beer

Product: Samuel Adams beer
P-O-P companies: Alliance Print Group (printing), Boston; Paramount Farms Inc. (co-branding coordination, mug display), Los Angeles
Distribution: On- and off-premise accounts
Introduction: August 1998
Duration: Temporary
Construction: Cardstock, corrugated
Boston Beer's Oktoberfest promotion features a national co-branding effort with Sunkist pistachio nuts and a sweepstakes contest. A case card display option includes a "nut bin."

One Taste and You're Hooched, Dude ...

Barton Beers discovered P-O-P's secret for success: listening to customers

Pete's Brewing Co. is telling beer drinkers to "Have a Beer, for Pete's Sake," in one of the company's summertime promotions. The Palo Alto, Calif.- based brewer is running a cross-merchandising promotion with Chef Paul Prudhomme of Prudhomme's Magic Seasoning Blends. It offers consumers a tasty summertime alliance: a quality craft beer and premium spices for barbecuing.
   The promotion features Pete's Wicked Ale, Pete's Summer Brew and the new Pete's ESP Lager. In-store materials include a case card, case tucker, shelf talker and banner.

This sign uses the Pacifico label graphics and is designed to be reminiscent of a sign that would hang outside of a beachside bar in Mexico.
Producer: Advanced Mirror, Vernon, Calif.