Alcohol

With its biggest retail promotion ever, NFL Properties Inc. collaborates with licensees to expand its presence in stores.

Product: Cutty Sark Scots Whisky
Number of displays: 1,500
P-O-P company: Visual Marketing Inc., Chicago
Distribution: On-premise accounts
Introduction: June 1997
Duration: Permanent
Construction: Wood and metal
This Cutty Sark bell serves as a 'tip' bell and reinforces the brand imagery.

Product: Point Light beer
P-O-P company: Deco Signs Inc. (metal signs), Forest Hills, Md.; MCA (banners), Massillon, Ohio; DJB Associates (paper products), Chicago
Distribution: On- and off-premise liquor locations
Introduction: May 1997
Duration: Permanent (metal signs); temporary (paper products and banners)
This metal sign was among the P-O-P materials used this spring to launch Point Light, a new addition to the beer line-up for Stevens Point Brewery.

In May, Flagstone Brewery, Winston-Salem, N.C., introduced a wooden display rack that showcases its First Reserve Lager, Southern Ale and Tupelo Honey Ale products. The rustic-looking display sports the First Reserve name on the front and sides for visibility from all angles as well as the Flagstone Brewery name on two shelves. The product is packaged in six-pack cartons that also feature antique graphics. The display measures 26 inches wide, 48 inches high and 17 inches deep.
Producer: Ruszel Woodworks Inc., Benicia, Calif.

Product: Beer
P-O-P company: Baer Enterprises, Livermore, Calif.; Highway One Inc., San Francisco (promotional agency)
Distribution: Off-premise liquor stores
Introduction: June 1997
Duration: Temporary
Construction: Corrugated
Pete's Brewing planned to gain display space during the summer with its "Wicked Weekend Challenge." The promotion includes a mass merchandiser to draw attention to the sweepstakes program.

Marketer: Pittsburgh Brewing Co., Pittsburgh
Objective: The goal was to attract light beer drinkers (especially women) by using festive, Jimmy Buffet-like imagery in the packaging. Pittsburgh Brewing executives say the package was key to the product's success.
Number produced: 30,000 cases
Construction: Cardboard
Introduced: May 1997
Producer: Longview Fiber (case), Milwaukee; Hamilton Paper Box (six-pack carrier), Hamilton, Ontario, Canada.