Boston Beer Co.

Independent body care brand Kiss My Face competes with the giants as consumers, retailers demand more natural and organic products

Craft brews are beginning to do more with P-O-P as they jostle with the major brands

As retailers gain more expertise and power in directing their own P-O-P, suppliers are creating more efficient pieces. That means more customization and less control for suppliers.

Marketers of beer, wine and liquor are raising consumer awareness among the myriad products in stores today ... and raising their spirits in the process.