Liquor

Top-down campaigns by alcohol marketers give way to regional efforts driven by field personnel and retailers

Client: Seagram
Product: Various House of Seagram products
P-O-P company: HMG Worldwide, New York
Distribution: Off-premise accounts
Construction: Injection-molded plastic
Introduction: November 1994

Client: Hiram Walker & Sons
Product: Courvoisier Cognac
P-O-P company: Rand-Whitney, display division, Worcester, Mass.
Distribution: Off-premise accounts
Construction: Corrugated
Introduction: January 1994

Client: Brown-Forman Beverage Co.
Product: Southern Comfort
P-O-P company: Trans World Marketing, East Rutherford, N.J.
Distribution: High-volume liquor stores
Construction: Litho-mounted tag stock; vacuum-formed plastic
Introduction: May 1994

Client: Heublein Inc.
Product: Cocktail mix
P-O-P company: Windsor Designs Ltd., North Plainfield, N.J.
Distribution: C-stores
Construction: Injection-molded stock display
Introduction: May 1994