New Products and Packaging Shake Things Up at Pete's

This summer, Independence Day launched not only a blockbuster, eponymous movie, but some explosive changes at Pete's Brewing Co., Palo Alto, Calif., as well.Pete's, the maker of the infamous Wicked ales, introduced four new products, new names for two existing products, new packaging and a new display during the week of July Fourth.President Mark Bozzini sees a change at retail as the reason for all the commotion. "Retailers are devoting more shelf space and are demanding the broadest selection of styles from those brands that are proven sellers," he says. "Pete's Wicked is consistently the number one or number two selling brand within each of the most popular craft beer styles available."As such, the brewer felt confident that the brand could gain additional real estate if it merely provided the means -- as in actual shelving. Thus, the primary display heralding the packaging revisions and new beers is a four-tiered wood shelf system."The perspective of the retailer is that this is a very hot item," explains a company spokeswoman. "Because they're faced with very limited shelf space in today's booming craft beer movement, they recognize [this floorstand] as profitable. To have an opportunity in the independents or the chain markets to have added shelves is going to be beneficial to their business."Ruszel Woodworks, Benicia, Calif., manufactured 7,500 permanent, pine, book-case-style floorstands for distribution to grocery, convenience and independent liquor stores around the country."Our objective by Halloween is to double our retail distribution on the shelves," explains the spokeswoman. "Shelf space is the most important piece of promotion that we could create to do that."In addition to creating new space in stores, the floorstands serve the function of allowing the brewer to attractively display multiple labels together in one unit."The billboard that we are going to have with our four new product introductions, plus our flagship Pete's Wicked Ale and the two new restages of Bohemian Pilsner and Amber Ale, is going to present a strong and cohesive brand line on the shelf," she contends.The floorstand measures 25 inches wide, 55 inches high and 17 inches deep. "Pete's Wicked Brews" is screen printed in two colors on each shelf front facing. The unit's uprights are screen printed with a four-color company logo.A fastrack project, the design of the floorstand was completed in 10 days, according to Peter Ruszel of Ruszel Woodworks.The shelves assemble with 20 screws in about 10 minutes. The uprights are solid pine and the shelf bottoms are particleboard. Ruszel Woodworks rounded the corners and edges to soften the look.The intent was to keep the display simple, and let the product do the talking. "It was decided early that there wouldn't be a back header," Ruszel explains. "The beautiful graphics on the package speak for themselves."The new packaging was designed by Landor Associates in concert with Deutsch Design Works, both located in San Francisco. The design duplicates the most successful elements of the original Pete's Wicked Ale package -- a 1990 Clio award winner for Best International Beer Packaging -- and extends them to the entire line for a unified presentation.A new scrimshaw background pattern is employed on all six packs to communicate a collection of high-quality beers. According to the spokeswoman, "The packaging is out of this world."The new effort is also supported off-premise with channel strips and assorted collateral materials. A themed promotion planned for Halloween will include additional holiday-specific P-O-P. Tap handles and neons will continue to be available to on-premise accounts.

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