Sauza Introduces ‘Sauza After Hours’
Sauza Tequila is introducing ‘Sauza After Hours,’ a full Latin experience event combining music, food and tequila tasting.
The events are designed to bring emerging and established Latin performers and songwriters to the attention of the public, while providing a sampling vehicle for Sauza Tequila’s new ultra-premium line-up-Tres Generaciones Plata and Anejo.
Sauza will promote the series via bar nights, and an aggressive email invitation campaign. Said Avery Schmeisser, Marketing Director for Sauza Tequila, “Sauza After Hours combines the vibe and intensity of Latin music with the passionate brand personality of Sauza Tequila.”
Bushmills Irish Whiskey Celebrates St. Patrick’s Day
Austin, Nichols & Co. has created Celtic-themed on- and off-premise programs to support Bushmills Irish Whiskey during the St. Patrick's Day 2002 selling period.
The “Welcome to St. Patrick’s Day 1608” on-premise party kits will help transport customers back to a St. Patrick’s Day fete in the year 1608, the year the distillery was licensed. Kits include Celtic-themed items such as blinking “wench” and “squire” buttons, jester hats, t-shirts, banners, pennants and table tents.
A commemorative glassware offer floor display will be made available to off-premise stores. The branded set of glasses commemorates St. Patrick’s Day 2002 with an engraved pewter Bushmills emblem. The mail in offer will be available via case cards and shelf talkers with tear pads.
“The St. Patrick’s Day 1608 theme has an upscale appeal for consumers,” said Suzanne Freedman, Brand Manager for Bushmills.
Bacardi Mass Display Promotes Mixers
Bacardi provided retailers with this mass display unit to help promote two of its new “Mixer” products. The display, themed “Join the All Bacardi Party,” features bold dimensional graphics depicting a lively party scene.
The display features two bottles of Bacardi product: one a bottle of the new mixer, and the other a bottle of Bacardi’s popular Rum. Bacardi’s familiar ‘Bat’ logo is boldly positioned at the center of the display.
This display was created for Bacardi by Taurus Display Corp., based in Cherry Hill, NJ.
Sutter Home & Ferrero-Rocher Run Spring Promo.
Sutter Home Winery and Ferrero-Rocher are running a “Share Something Special” joint spring promotion. The promotion features special cross merchandising displays of Sutter Home wines and Ferrero-Rocher, offering perfect gifts for Valentine’s Day, Easter and Mother’s Day.
To support the promotion, retailers will be offered “Share Something Special” double wide case card displays, with different snipes promoting the different seasonal gift giving occasions.
The promotion will also be supported with special newspaper free-standing inserts and bottle necker in-store redeemable coupons.
Miller Brings Super Bowl Excitement To Retail
Retailers can turn their stores into “Super Bowl Central” with the help of Miller Lite, the official beer sponsor of Super Bowl XXXVI. Appearing in a display spectacular featuring party supplies and Miller Lite, a cut-out image of three-time Super Bowl champion Troy Aikman asks consumers, “What Are You Bringing To The Party?”
Cross-merchandising partnerships with Planter’s Nuts, Banquet Foods and Louisiana Hot Sauce enable Miller Lite to deliver everything football fans need for one great Super Bowl party.
A sweepstakes offers a chance to win a Super Bowl Party Kit, which includes an inflatable chair, a party banner, string pennant, an adaptation of the Miller Lite Official Super Bowl Stadium Cup and a $100 gift certificate redeemable for food and beverages. A take-one banner, available on displays, allows consumers to turn their house parties into Super Bowl Central parties.
Cross-merchandising materials include coupon booklet kits and display cards.
POPAI Issues Soft Drink Display Study
In-store advertising propelled strong sales growth in the carbonated soft drink category in supermarkets, according to study, “In-Store Advertising Becomes A Measured Medium,” undertaken by POPAI with the Advertising Research Foundation.
Regarding sales effectiveness, P.O.P. advertising standees carried much of the weight in the category’s various levels of sales lifts. On their own, standees generated a sales lift of over 11%. Additionally, standees generated robust sales lifts when used in combination with several different forms of in-store advertising. For example, standees tied to coupon machine pads generated a 16% increase; tied to a wobbler/dangler and retail signage generated a lift of 17%; tied to account-specific and branded signage, generated a lift of more than 17%; tied to base wrap, as well as to both themed and branded signage generated a lift of more than 19%; tied with a themed display generated a lift of more than 20%.
Jack Daniel’s Debuts New Flavor
Jack Daniel's Country Cocktails is introducing Cranberry Jack, a new flavor to commemorate its 10th anniversary. “We felt the perfect way to celebrate 10 years was by introducing a new flavor that would truly be one to grow on,” said Chris Vignoe, Marketing Integration Manager for Jack Daniel’s. “As the 11th flavor, Cranberry Jack is the perfect flavor addition to Jack Daniels Country Cocktails family.”
Hawaiian Punch Soft & Chewy Candy Launched
Hawaiian Punch Soft & Chewy Candy Launched
Jaret International has introduced Hawaiian Punch Soft & Chewy Candy, delivering the familiar fruit punch taste kids and teens love in a new soft and chewy candy. “By leveraging the popular Icon-Punchy-and a brand name that has stood for fun and quality for more than 60 years, we have a product that will deliver a punch to the confectionery segment,” said Greg Barratt, Jaret’s President.
Edison Light Beer Debuts
New Century Brewing has introduced Edison light beer. Edison is the first national light beer launched by an independent firm exclusively flcused on the light beer category.
“We see a tremendous business opportunity in the light beer segment,” said Rhonda Kallman, CEO of New Century Brewing Co. “Edison is definitely not a craft beer or a microbrew-we’re targeting a mainstream, national audience who are increasingly opting for light beer.”
Display Technologies has introduced a series of customizable Changeable Letter Boards in its TechStoc line of pretooled merchandisers. The Letter Board Systems are portable and can be placed in nearly any location. They can be customized with four-color silk screened graphics. The Letter Boards are crafted of high impact styrene treated with a UV inhibitor to prevent discoloration. The units, which accommodate ½", ¾", 1" and 1-½" sized letter panels, are equipped with a complete kit of letters, numbers and symbols. The Boards are offered in four sizes ranging from: 18"W x 24"H to 44"W x 24"H. For more information, contact Display Technologies, 111-01 14th Avenue, College Point, NY 11356; (Tel) 800-424-4220, (Web Site) www.display-technologies.com.
Miller Lite and Texas Adelante Fund are taking education on the road with the “Texperience,” an interactive mobile unit that will travel across Texas raising money for college scholarships and showcasing Miller’s involvement with sports and music across the state. The Miller Lite and Texas Adelante Texperience is comprised of two semi-trucks and form one large tented pavilion encasing the “experience,” which includes interactive sports games, a music theater, boxing ring, replica racing car and mini-brewery tour. As an official fundraiser for the Texas Adelante Fund, a scholarship program for Hispanic college students, the Texperience includes career information as well as scholarship information. The Texperience is approximately 7,225 square. feet. and also features spin your own music kiosks, photo opportunity cutouts and music listening stations. “It takes a Texas-size exhibit to showcase Miller’s pride and involvement in sports and music programs in this state,” said Marcela Fajardo, Miller’s Texas Marketing Director. “We are excited to provide a truly interactive experience for consumers and give them an opportunity to join us in supporting Adelante’s mission to provide scholarships to Hispanic students.”
Austin, Nichols Launches Irish Whiskey Promotion For St. Patrick's Day
As part of its strategy to develop the Irish whiskey category, Austin, Nichols & Co. has developed an off-premise display program themed, “The Whiskeys of Ireland,” which allows retailers to showcase all their Irish whiskey brands under one umbrella.
The 8-foot high "Quadrama" features eight branded poster panels, under which a multi-brand case stacking can be built. The program also includes decorative floor graphics that feature the same theme.
"With the recent addition of Bushmills to the portfolio, Austin, Nichols now imports and markets the majority of the Irish Whiskey brands in the U.S.," said Jeff Agdern, Senior Brand Manager, Austin, Nichols. “We have a unique opportunity to create a campaign that promotes Irish Whiskey as a category as well as promoting the brands individually.”
ans Can Win Kobe’s ‘Gym Locker’ Through Sprite Promo.
The keys to Kobe Bryant’s “gym locker” and all of his favorite gear, are located under-the-cap of a Sprite 20-ounce, .5 liter and 1-liter bottle as part of the Coca-Cola Sprite “Kobe's Locker” promotion.
The two grand prize winners will receive Kobe's gym locker loaded with the NBA star's favorite clothing and electronics including Kobe-autographed footwear, official NBA apparel, a laptop computer, a motor scooter and helmet, $5,000 cash and tickets to an NBA game featuring Kobe Bryant.
Sprite is the NBA's 2002 All-Star balloting partner and a call to action is featured on approximately 40 million two- and three-liter Sprite bottles. The Sprite bottles appear on customized floor displays with balloting-related point-of-sale materials.
Since 1994, Sprite has been the official soft drink of the National Basketball Association.
Sterling Promotions
Budweiser & NBA Announce Promotion Plans
Budweiser has announced plans for several NBA-tie-in promotions. Budweiser Hoops is an on-premise pop-a-shot basketball competition that includes VIP pre-game parties and halftime shooting competitions at NBA games. Budweiser’s tagline for its NBA partnership is “Most Fluid Game On The Planet.”
“Budweiser Hoops,” will tour 13 NBA markets. The promotion consists of two Budweiser Hoops vans and trailers that tour 10 retail outlets over five nights in each market and hold Budweiser “pop-a-shot” tournaments.
Point-of-purchase banners, pennants, and display wraps support the program.
Canadian Club POS Supports New Promotion
Themed “Can You Handle A Whisky Drinking Woman,” new Canadian Club on-premise materials support the Canadian Club Sharp Shooter Challenge, where consumers can get a chance to play pool with Jeannette Lee to win $10,000.
For the Whisky Drinking Woman Poker Challenge, Canadian Club on- and off-premise features Tia Carrere, and offers consumers an opportunity to play her in poker for a chance to win up to $500,000.
“Canadian Club is excited to be partnering with Jeannette Lee and Tia Carrere as they are genuine pool and poker contenders, and Canadian Club, is the authentic Canadian whisky,” said Mike Harris, Marketing Manager at Allied Domecq Spirits.
Dr Pepper Conducts “Allowance For Life” Promo
Dr Pepper is conducting an “Allowance For Life” on-pack promotion, offering consumers a chance to win one of three grand prizes - an allowance of $1,000. a month for the rest of their life. In addition, the promotion offers such prizes as cash, Dr Pepper 12-packs and CD Boom Boxes.
Cindi Clark, Dr. Pepper’s Sr. V.P., Marketing, said, “Offering Dr Pepper drinkers a chance to win cash and other prizes is a great way to increase incremental sales and give something back to our loyal customers.”
Hiram Walker’s Stoli Vodka Offers Consumers A CD For Perfect Martini Recipes
Promotion Associates, Inc., a Lake Grove, NY-based sales promotion agency, has created an interactive mini CD-ROM compilation of more than 200 martini recipes, bar tips and martini legends, and fashioned the first interactive Martini Guide for Allied Domecq's Hiram Walker Liqueurs and Stolichnaya Vodka customers.
The 98-megabyte mini CD is being distributed nationwide on the necks of 250,000 bottles as a gift with purchase. It gives customers hundreds of ways to enjoy today’s hippest, most versatile cocktail, the martini.
The promotion objective is to highlight the mixability of Hiram Walker and reinvigorate bar requests calling for Stolichnaya by name.
SKYY Blue Launched With Extensive P.O.S.
Skyy Spirits and Miller Brewing have introduced SKYY Blue, a ready-to-drink alcohol malt beverage. The latest addition to the growing alternative malt beverage category, SKYY Blue features natural flavors containing SKYY Vodka.
“This is a wonderful business opportunity for Skyy Spirits that leverages the strength of Miller and its wholesaler network while providing Miller with a strong and exciting first entry in this explosive category of alternative malt beverages,” said Keith Greggor, Chief Operating Officer of Skyy Spirits.
“SKYY Blue will provide adult consumers spontaneous refreshment through its clean, crisp taste,” said Bob Mikulay, Miller’s Sr. V.P., Marketing.
New ‘7 UP Guy’ Introduced Via P.O.S.
7 UP is launching a new point-of-sale campaign to introduce its new spokesman and complement the brand’s humorous commercials.
Actor and comedian Godfrey, who exposes himself as the new 7 UP guy in a TV advertisement, will also be exposing himself in retail stores nationwide. The actor-dressed in nothing but 7 UP boxer shorts-will be featured on a variety of p.o.s. materials including life-size cut outs, pole signs and shelf talkers.
“This new p.o.s. campaign extends the irreverent message of the highly popular ‘Make 7 UP Yours’ television commercials,” said Bryan Mazur, Brand Manager for 7 UP
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