Beer

With its biggest retail promotion ever, NFL Properties Inc. collaborates with licensees to expand its presence in stores.

Product: Point Light beer
P-O-P company: Deco Signs Inc. (metal signs), Forest Hills, Md.; MCA (banners), Massillon, Ohio; DJB Associates (paper products), Chicago
Distribution: On- and off-premise liquor locations
Introduction: May 1997
Duration: Permanent (metal signs); temporary (paper products and banners)
This metal sign was among the P-O-P materials used this spring to launch Point Light, a new addition to the beer line-up for Stevens Point Brewery.

In May, Flagstone Brewery, Winston-Salem, N.C., introduced a wooden display rack that showcases its First Reserve Lager, Southern Ale and Tupelo Honey Ale products. The rustic-looking display sports the First Reserve name on the front and sides for visibility from all angles as well as the Flagstone Brewery name on two shelves. The product is packaged in six-pack cartons that also feature antique graphics. The display measures 26 inches wide, 48 inches high and 17 inches deep.
Producer: Ruszel Woodworks Inc., Benicia, Calif.

Product: Bud Light beer
Number of displays: 11,000
P-O-P company: The Waylon Co., St. Louis
Distribution: Convenience stores, supermarkets, drugstores, independent liquor stores
Introduction: May 1997
Duration: Temporary
Construction: Corrugated
A summertime promotion for Bud Light included the Bud Light "Ladies" on this colorful corrugated floorstand.