Kendall-Jackson Wine Display Offers Design Options

Santa Rosa, Calif. -- Jim Stanley, executive director of channel marketing at Kendall-Jackson Vineyards & Winery knows how to get the most value out of a display. Typically conservative when it comes to the point-of-sale, the winery has done an about-face with a summer program of flexible, multi-use P-O-P.As a leading brand in the super premium category of wines over $10 a bottle, "we do a good volume," says Stanley. "So we wanted to provide the materials to enable retailers to create attractively merchandised, decently sized displays."The program consists of a faux-redwood garden trellis structure and a series of case cards, mass cards, brochures, neckers and sweepstakes forms. Designed by San Francisco-based B.A.R.C., and produced by J. Schmidt & Associates, Healdsburg, Calif., the P-O-P materials began appearing in supermarkets and large liquor stores for Memorial Day and are designed to be used through Labor Day.Capable of spanning up to four cases side-by-side and up to seven cases high, the trellis display was created with maximum flexibility in mind. Measuring up to 56 inches wide by 88 inches high, it shrinks down to 44 inches wide for smaller stackings. Two units can be used to create an island of as many as 300 cases. "In an end aisle configuration, you could stack cases on either side or in front," says Stanley. "As an island using a second mass unit, you can turn around and shop all four sides." Retailers have the option of hanging one standard size mass card or two smaller cards side-by-side from the top of the trellis.Made of 200-pound E-flute with a full laminate, the 5-inch square legs of the trellis structure are printed to look like redwood on top and rock on the bottom."This is the first time we've done something like this," says Stanley. "We really tried to get a versatile unit with long-term application. Usually, we'll make a mass card or small holiday structure. In this case, we knew we could support an attractive unit at the point-of-sale that would appeal to retailers and consumers."Following the summer outdoor party season, the current trellis structures, barbecue-themed cards and collateral materials will be discarded and replaced with winter versions. "Having gone through the design process, we will reproduce the trellis structure and ship the same unit with a lighted mass card showing a holiday table that's draped with holly garlands," Stanley explains. "We visualize this as having a year to two-year lifespan, with potential modifications in color."Sales and distributor personnel will put together the units on the floor. "We designed it to make it easy for our sales-force," says Stanley. "They simply telescope out the two legs, put the pins in and place the top piece. It's a 10 to 15 minute setup." The weight of the cases stacked on top of the flaps jutting out from the legs anchors the assemblage."We see the structure being used in a lot of different places such as in conjunction with a co-promotion with other Kendall-Jackson Wine Estate brands," says Stanley. "It's also ideal for cross-promotions because you have that huge area and thematically you can put together a creative island."The accompanying Harvest Getaway promotion includes a sweepstakes and a necker coupon offering savings on terivaki sauce and mushrooms.

Kendall-Jackson Wine Display Offers Design Options

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