Weinhard's Arrives with Bigger Packaging, Displays

Henry Weinhard's Private Reserve and Private Reserve Dark beers, produced by Blitz-Weinhard Co., a division of G. Heileman Brewing Co., La Crosse, Wis., are appearing in stores bigger and better than ever in new 22-ounce bottles. Blitz-Weinhard Brewing, started in 1856, "is the oldest brewery in the West," says Mel Taylor, merchandising manager for the Portland, Ore.-based company.The Big Hank display rack, which was created to remind consumers of Weinhard's pioneer heritage of quality and style, provides a showcase for its reinvigorated packaging.The display, which measures 14 inches wide, 55 inches high and 9 inches deep, is a sturdy, powder-coated-metal wire rack. The Henry Weinhard and Big Hank logos are silkscreened on the metal. The header and side panels are a heavy cotton canvas with a one-color imprint. Taylor believes the canvas aids in portraying a "turn-of-the-century pioneer spirit.""We wanted to create a single-serve display that came across with the quality relevant to Henry Weinhard beer," says Taylor.Approximately 3,000 units were shipped, primarily to cities in the northwest United States and California, plus selected East Coast expansion markets. The refillable display is sturdy enough to hold 40 22-ounce bottles of beer. Big Hank will remain in stores "at least a year," according to Taylor.The display is a first for Blitz-Weinhard. Even though there are a lot of 22-ounce racks in the market, "there is not one of that quality," says Taylor. Retailer response has been positive thus far, and the piece is widely accepted. "The 22-ounce Henry is very successful packaging for us," adds Taylor.Each display costs approximately $65 to manufacture, but is provided to retailers at no charge when they buy Henry Weinhard beer. The display is shipped assembled. The retailer simply has to flip up the header piece on the rack before placing it on the store floor.Portland, Ore.-based 206 Marketing designed and produced the display.

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