Alcohol

Client: Brown-Forman Corp., Louisville, Ky.
Introduction: March 2004
Number of displays: 2,020
Distribution: Off-premise accounts
Construction: Litho-printed sheet mounted to foamboard and Maxite board
P-O-P company: Hamilton Printing Inc., Louisville, Ky.
Comments: Lending itself perfectly for a cross-promotion with spaghetti noodles, this case card calls out Bolla wines as the perfect choice for a pasta dinner.

Client: Canandaigua Wine Co., Concord, Calif.
Introduction: April 2004
Number of displays: 1,300
Distribution: Mass merchants and specialty stores
Construction: Richly-stained wood, slide-in litho cards
P-O-P company: Vintage Wood, Sebastopol, Calif.
Comments: Using permanent, wood displays is a definite trend for wine marketers as retailers shy away from case cards and corrugated. For its Covey Run brand, Canandaigua is currently using this display to convey a luxury look for a mass market-priced wine.

Wine in the produce department? That's what the client wanted to do with its display for sangria, in order to stimulate sales for the wine as well as high-margin produce.

• Double the product capacity. Modular side baskets hold produce to go with the boxes of wine. A rear product platform doubles the unit's capacity.
• Casters are added for movement of the display to areas in or near the produce section.

Design Data

• Producer: Display Solutions, San Rafael, Calif.
• Client: Canandaigua Wine Co.

The beer case-shaped parrot reinforces the "to go" theme of Coronitas, a 7-ounce version of Corona beer.

• Simple setup. It allows for easy placement at retail, and the price sign can be attached or removed as needed.
• Symmetrical design. The piece was created with one press form, making production economical.
• Blending the product and the brand. An actual case was used as the base of the sign, incorporating the parrot as the Corona symbol.

Design Data

Analyzing the most successful new products of 2002-2003