Oregon Chai Rolls Out Display Tower

"We're in a new category that's fast-growing, but awareness needs to be raised," says Jill Beyer, marketing manager for Portland, Ore.-based Oregon Chai, manufacturer of tea-based beverage products. "We have to get in front of the customer, create some intrigue and educate them about chai."Consumers spent $6 million on the spicy tea beverage for the year ending in June, an increase of 17% from the same period a year prior. The Oregon Chai products generated half of that volume, according to SPINSscan data, with 90% of sales occurring in natural food stores. The company markets seven concentrates, which are prepared by mixing with milk, and two ready-to-drink varieties. Recently Oregon Chai introduced a dry product that is mixed with water. The products are distributed nationally through natural food stores and supermarket chains.To draw attention to the category and its product, Oregon Chai has added a sleek display tower promoting Original Oregon Chai to its lineup of in-store merchandising vehicles. Others include shelf talkers and floor tiles intended for in-aisle display. The tower is designed for secondary placement on an endcap or in the natural food department. "Since the concentrates are mixed with milk, it could also be placed in the dairy department," says Beyer.Created by Rapid Displays, the steel wire frame holds 48 of the 32-ounce concentrate packages, which carry a recommended retail price of $3.99. The header card and side panel graphics mimic the packages' brown and gold colors and feature the Oregon Chai logo. The copy on the header card describes the product, and the rack's shelves include the "Nirvana. Now Available by the Cup" tagline."The color scheme is eye catching, and by describing the product right on the header, we're educating the consumer," says Beyer. "The entire piece also relates our premium brand positioning. We're working to promote the product to new consumers who are unfamiliar with chai or are aware of it and curious."One hundred retail stores will carry the display, including natural food chains such as Wild Oats and Whole Foods Markets, as well as select supermarket chains. The permanent display may also be used to merchandise other Oregon Chai concentrate varieties. In addition, interchangeable header cards may be created to accompany seasonal promotions or new products.

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