Alcohol

Product: Bud Light beer
Number of displays: 11,000
P-O-P company: The Waylon Co., St. Louis
Distribution: Convenience stores, supermarkets, drugstores, independent liquor stores
Introduction: May 1997
Duration: Temporary
Construction: Corrugated
A summertime promotion for Bud Light included the Bud Light "Ladies" on this colorful corrugated floorstand.

Product: Michelob beer
Number of displays: 1,700
P-O-P companies: The Waylon Co. (design), St. Louis; Phoenix Display & Packaging Corp. (manufacture), West Deptford, N.J.
Distribution: Supermarkets, liquor stores and golf specialty stores
Introduction: May 1997
Duration: Temporary
Construction: Single- and double-sided 24-point stock; E-flute; corrugated pole; metal feet

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.

Marketer: Todhunter Imports Ltd., West Palm Beach, Fla.
Objective: Todhunter wanted a package that would not only seize customer attention, but help justify the price of this ultra-premium tequila -- $500 per one-liter bottle.
Number produced: 500 for the U.S., 500 for other markets
Construction: Handmade of glass
Introduced: October 1997
Producer: Stolzoe, Austria

McSorley's Brewery, a specialty beer division of The Stroh Brewery Co., Detroit, has introduced a wooden display rack that is intended to strengthen McSorley's position as the premier specialty beer in the Northeast.
   The display features "McSorley's" graphics along the side posts and alternating shelf fronts; the other shelves carry the tag line "Brewed With Irish Spirit!" Manufactured by Ruszel Woodworks, Benicia, Calif., the rack measures 26 inches wide, 48 inches high and 17 inches deep.