With retailers looking for every edge they can get to make this a prosperous holiday season, merchandising materials provided by major suppliers is one way to brighten up a store’s decor as well as spur customer interest in specific brands. From gift and added-value packaging to spectacular point-of-sale displays, the following is a sampling of the latest holiday merchandising.
The Absolut Spirits Co. is offering a wide array of merchandising materials using the theme, “Absolut Season.” The brand’s mega mass display features three-dimensional snowflakes that move independently around a festive image of an Absolut bottle. There are also ceiling danglers that highlight Absolut Mandrin and Citron. Other p-o-s materials include a deluxe case card, shelf talkers and recipe brochures with seasonal multi-brand cocktail recipes.
Bacardi USA has a full line of festive point-of-sale materials to help spur sales of Bacardi Rum this holiday season. Using the tagline, “‘Tis the Season To Join the Party,” Bacardi Light and Bacardi Gold are being promoted via mass case stacking pole toppers and pole topper banners, vertical danglers, two-sided case cards and take-one recipe books and holders, highlighting holiday party ideas. In addition, the brand is offering consumers handsome holiday gift boxes.
Canadian Club, from Allied Domecq Spirits USA, is offering decorative pole toppers and case cards with the theme, “The Stockings Were Hung by the Chimney With Care” along with its broader “Can You Handle a Whiskey Drinking Woman?” theme. The brand also has gift-wrapped 750 ml, 1 liter, and 1.75 liter sizes., as well as a value-added gift set that features 750 ml Canadian Club Reserve and a stainless steel-logoed silver flask.
Sidney Frank Importing is offering a lineup of special holiday gift sets for Grey Goose Vodka and Grey Goose Vodka L’Orange, imported from France. Both brands are featuring a package of two Martini glasses along with a 750 ml bottle in a handsome holiday box. In addition, the brands also are offering an elegant gift set of a 375 ml bottle along with two, frosted egg-shaped candles.
Christian Brothers Brandy, from Heaven Hill Distilleries, is telling consumers that it’s “Perfect For The Holidays” in a variety of merchandising materials. The festive holiday wreath case cards are complemented by holiday gift cartons for all the Christian Brothers brandies. Pole toppers and shelf talkers round out the seasonal assortment of point-of-sales aids.
A Turkey for Turkey Day and Beyond
Austin, Nichols & Company is highlighting Wild Turkey 101 and 80 proof gift cartons, designed to complement each other and enhance the appeal of Wild Turkey floor displays. In addition to decor kits for existing Wild Turkey mass displays, Austin, Nichols is also making pole toppers, case cards, case wrap and floor decals available to retailers.
Jim Beam Bourbon, from Jim Beam Brands, is featuring a rotating pole display that shows the outside of an inviting local bar and then revolves to reveal friends celebrating inside with a 3-D bar scene, stage and band. Themed, “Real Friends, Real Bourbon, Real Music,” the scene is also repeated in case cards. Both Jim Beam White Label and Black Label are offering colorful holiday gift boxes. In addition, Black features a gift set with two logoed rocks glasses.
The Family Spirit
Jack Daniel’s Tennessee Whiskey, from Brown-Forman Beverages Worldwide, is offering case cards and shelf talkers that feature the Jack Daniel’s family of brands in different holiday settings. A richly appointed cocktail table is set in front of a lavish window display that shifts from the small-town atmosphere of Lynchburg to a seasonal suburban scene.