Alcohol

The strategy of beverage marketers is to match a 'thirst occasion' with the right container.

Product: Mount Gay Mango Rum and Vanilla Rum
P-O-P companies: ScentAir Technologies, Santa Barbara, Calif.
Distribution: Independent and chain off-premise accounts
Introduction: May 2004
Duration: Semipermanent
Construction: Vacuum-formed plastic, Plexiglas
Comments: These scent dispensers vent a mango or vanilla scent in select liquor stores and during three-hour sampling programs to introduce two new flavors of Remy Amerique's Mount Gay rum.

Client: Remi Amerique Inc., New York, NY
Size of Run: 1,100
Dimensions (H x W x D): 60" x 18" x 12"
Weight: 25 lb.
P-O-P companies: Design Display Group Inc., Carlstadt, N.J.
Distribution: Independent and chain off-premise accounts
Introduction: May 2004
Duration: Semipermanent
Construction: Metal
Comments: Metal display racks may use an optional graphics panel.

Sexy, active imagery supports Miller Brewing's entry into the low-carb trend. These c-store displays occupy a small, 2-square-foot area.
Producers: Zipatoni Co., St. Louis, and Madden Communications Inc., Wood Dale, Ill.

Product: Mount Gay Mango Rum and Vanilla Rum
P-O-P companies: Atwater American Graphics, New York
Distribution: Independent and chain off-premise accounts
Introduction: May 2004
Comments: This case card graphic can also be used in the metal floor rack.

Client: Bacardi USA Inc., Miami, FL
Introduction: March 1, 2004
Size of Run: 2,500
Distribution: Bars & Restaurants
Dimensions (H x W x D): 5" x 21" x 12"
Weight: 8 lb.
Producer: Display Products N.A. Inc., Yaphank, NY