Beer

Client: Plank Road Brewery
P-O-P company: Display Masters, Whitestone, N.Y.

Product: Coors Light 12-packs
Number of displays: 750
P-O-P company: Wordenglass & Electricity Inc., Kalamazoo, Mich.
Distribution: Liquor and grocery stores
Introduction: May 1995
Duration: Permanent
Construction: Neon; E-Glas flat-glass technology; plexiglass; decals

Client: The Integer Group/Zima Beverage Co.
Producer: Henschel-Steinau Inc.; Englewood, N.J.
Category: Injection-Molded Plastic Floorstand
Comments: The configuration of the center core, extension tables, wings and drawers allows retailers of any size to choose a footprint and a capacity -- 10 to 30 cases -- that works best. The display can be easily adjusted by one person in the field without tools. High-tech plastics and small steel casters are used for stability.

Product: Coors Light beer
Number of displays: 500
P-O-P companies: Integer Group (design), Golden, Colo.; Everbrite Inc. (manufacture), Greenfield, Wis.
Distribution: On-premise accounts, liquor stores
Introduction: January 1995
Duration: Permanent
Construction: Neon; Evertron power supply
Neon signs pick up on regional imagery to promote Coors Light in California.

Client: Anheuser-Busch Inc.
Producer: Advertising Display Co.; Englewood Cliffs, N.J.
Category: Motion, Light or Sound Counter, Shelf or Table Unit
Comments: Creating a dramatic showcase for the Ice Draft bottle, the ice-shard design provides a contemporary image. The large brand logo is backlit and the bottle is illuminated from the base by a quad of fluorescent light, located inside the base. The ice shards are molded of clear acrylic to reflect the light showcase the bottle.

Product: Lite Ice beer
Number of displays: 5,000
P-O-P company: Stout Marketing Inc., St. Louis
Distribution: On- and off-premise accounts
Introduction: February 1995
Duration: Semipermanent
Construction: Silkscreened aluminum
Miller Brewing's new aluminum tacker for its Lite Ice brand curves to resemble the cylinder of a bottle. The shape, combined with new brackets created by Stout Marketing, allows the display to provide a three-dimensional effect and fasten to "dead" advertising space such as columns or wall corners.