Beer

Product: The Stroh Brewery Co. Old Milwaukee beer
P-O-P company: Gaylord Printing Co., Detroit (manufacturer); Flair Communications, Chicago (design)
Number of displays: 30,000
Distribution: Supermarkets, mass merchants, convenience and drug stores
Introduction: May 1992
Duration: Promotional
Construction: Corrugated cardboard
Old Milwaukee displays offer country music fans a chance to buy a collection of hits by their favorite artists.

Product: Miller Lite, Genuine Draft, Genuine Draft Light and Miller High Life beers
Distribution: Supermarkets, convenience stores, mass merchandisers and drug stores
Introduction: May 1992
Duration: Promotional
Construction: Various media
Consumers can't miss Miller Brewing's summer promotions. A wide variety of P-O-P will be used and updated throughout the season.

Product: Latrobe Brewing Co. Rolling Rock Premium Beer
Number of displays: 20,000
P-O-P company: The Marketing Continuum, Dallas
Distribution: Grocery stores, liquor stores, mass merchandisers
Introduction: May 1991
Duration: Promotional
Construction: Chip board
Rolling Rock's counter display offers shoppers a "peepshow" about the beer.

Product: Stroh Brewery Co. Old Milwaukee Genuine Draft
Number of displays: 5,000
P-O-P company: Chicago Show Printing Co., Morton Grove, Ill. (display); Clegg Industries, Santa Monica, Calif. (lighting system)
Distribution: Convenience and liquor stores
Introduction: October 1991
Duration: Permanent
Construction: Vacuum-formed styrene
The Old Milwaukee sign lights up liquor and convenience stores.