Liquor

Beer, wine and spirits marketers grapple with changing attitudes toward P-O-P and challenging state merchandising requirements.

Client: The Alison Group, North Miami, Fla. (for Smirnoff)
Product Promoted: New flavors of Smirnoff vodka
Objective: By showcasing the new bottle design in a large format and exciting colors, the company was able to generate excitement for Smirnoff's new flavors. The 6-foot-high display was assembled easily and quickly.
Distribution: Liquor stores
Construction/Materials: Corrugated
P-O-P Company: ExpoBox America, Kingston, N.Y.

Client: Jim Beam Brands Co., Deerfield, Ill.
Products Promoted: DeKuyper cordial line
Objective: When the "disco ball" rotates, the reflection off the mirrored, concave background produces a spectrum of lights on the bottles and the surrounding area. This offers a hip holiday image for the product line.
Distribution: Supermarkets and liquor stores
Construction/Materials: Cardboard, multi-mirrored ball, fiber poles, battery-powered motor
P-O-P Company: Rapid Displays, Chicago

Client: Allied Domecq Spirits USA, Westport, Conn.
Product Promoted: Sauza Tequila
Objective: To leverage Sauza's point of difference as "The Better Tequila Experience" through eye-catching materials that reinforce the "Stay Pure" message.
Introduction: April 2001
Construction/Materials: Pennant: vinyl; string lights: plastic, lights
P-O-P Companies: Matrix Group (pennant), Westwood, N.J.; American Accessories (string lights), Knoxville, Tenn.

Client: United Distillers & Vintners, Stamford, Conn.
Product Promoted: Pampero Aniversario imported rum
Objective: The unit was designed to highlight the premium rum brand in bars and restaurants by conveying a high-quality image.
Distribution: Upscale bars and restaurants
Construction/Materials: Leather, acrylic, wood
P-O-P Company: Henschel-Steinau Inc., Englewood, N.J.

Client: E. & J. Gallo Winery, Modesto, Calif.
Distribution: Supermarkets
Size of Run: 2,499
Producer: MBH Presentations Inc., Floral Park, N.Y.
Division: Temporary, Liquor: Cordial and Wines
Objectives: A traffic-stopping mass display piece was needed that would enhance the current upscale contemporary image of Turning Leaf while integrating the brand's sales promotion with Talk Magazine.

Product: Dr. McGillicuddy's Mentholmint Schnapps
Number of displays: 1,000
P-O-P companies: Ad-Mat Coasters, Johnson City, Tenn.; Advanced Graphics Source Inc., Ocala, Fla.; Lewtan Industries Corp., Hartford, Conn.; Harvey Press, New Orleans; Mele Printing, Covington, La.; Southern Silk Screen, New Orleans
Distribution: Bars and restaurants
Introduction: January 2001
Duration: Temporary
Dr. McGillicuddy's promotional basketball party kits are packed with giveaways and encourage consumers to enter Sazerac's NBA finals sweepstakes.

Client: United Distillers and Vintnors, Stamford, Conn.
Distribution: Liquor stores
Size of Run: 635
Producer: Acrylic Designs Inc., Springfield, Vt.
Division: Permanent, Liquor: Distilled Spirits -Illuminated or Motion