Beer

Product: Miller Lite
Number of signs: 2,100
P-O-P company: Everbrite Inc., Greenfield, Wis.
Distribution: On- and off-premise locations
Introduction: February 1995
Duration: Permanent
Construction: Multiple gas-filled glass tubes and micro-processor-based sequencer
The Miller neon sign is an eye-catching P-O-P piece for any on-or off-premise Miller Brewing account.

Client: Anheuser-Busch Inc.
P-O-P company: Fiberoptic Lighting Inc., Grants Pass, Ore.

Product: Coors Red Light
Number of signs: 20,000
P-O-P company: Everbrite Inc., Greenfield, Wis.
Distribution: On-premise locations
Introduction: May 1995
Duration: Permanent
Construction: Multiple gas-filled glass tubes with logo and brick wall decals lithographed to plastic sheets
Coors Brewing Co. has invested in 20,000 neon signs to coincide with the national rollout of Coors Red Light.

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

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.

Client: Falcon Beer - Sweden
Producer: Everbrite; Greenfield, Wis.
Category: Thermoformed Plastic Sign
Comments: By using textured plastic in conjunction with edge lighting, the sign creates a look of cold, running water. A single fluorescent tube lights the Falcon label, the edge, and the textured plastic. It also serves as a back light for the logo at the bottom of the sign.

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.