Alcohol

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

Marketer: Beer Across America, Lake Bluff, Ill.
Objective: A visually appealing package was used to help introduce a microbrewed product to the warehouse club environment.
Number produced: 15,600
Construction: 200-pound B-flute corrugate, 3-color preprinted linerboard
Introduced: October 1996
Producer: Pride Container Corp., Chicago

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.