MERCHANDISING & PROMOTION


BRAND PROMOTION
ABSOLUT VODKA
(Seagram Americas)
Besides the ongoing innovative promotions of its best-selling imported vodka, the company is targeting merchandis- ing activities on its new — and fast-growing — Mandrin flavor, which sold 180,000 cases its first six months on the market.
BLACK VELVET
(Barton Brands)
The Canadian whisky has brought back the Black Velvet Lady, its signature marketing theme for almost two decades; increased marketing and merchandising activities planned for the brand this year.
BUSHMILLS
/BLACK BUSH
IRISH WHISKY

(Brown-Forman Beverages)
Just in time for St. Patrick’s the company is inviting consumers to “Unveil the Mystery of Black Bush.” The promotion uses attention-grabbing merchandise to convey a mysterious and unique brand image. Materials include shelf talkers and shelf clips with 50 inserts.
CALITERRA WINES
(Robert Mondavi)
6803SEA01The line of Chilean wines is teaming up with the Chilean Fresh Fruit Association with a promotion pairing fresh fruit and salmon from Chile with the wines; bottle neckers with cents-off coupons, rolling wooden racks, case cards and price cards.
CANADIAN MIST
(Brown-Forman Beverages)
The top-selling Canadian whisky is appealing to younger consumers with promotions like its on-pack comedy CD, that features the brand’s “light” taste and “lighter” lifestyle.
CHRISTIAN BROTHERS
(Heaven Hill)
The popular domestic brandy is increasing its presence through enhanced marketing and merchandising activities, ad programs and an array of in-store materials.
GLEN MORAY
(Brown-Forman Beverages)
6803M_P1The Speyside Single Malt Scotch features a new promotion that encourages consumers to trade up to single malts from blended Scotch; a wide array of p-o-s materials are available.
LIQUORE DI LIMONI
(Laird & Company)
A new ad campaign for Villa Massa Liquore di Limoni has been introduced, describing the product as “zestually twisted.” The natural Italian liqueur is made from the peels of lemons grown around the Massa family villa in Sorrento.
DEKUYPER CORDIALS
(Jim Beam Brands)
Jim Beam has debuted a new flavor, Peach Pucker, to its popular line of cordials; the new flavor is being supported with an array of off- and on-premise merchandising materials.
MOOSEHEAD
(The Gambrinus Co.)
6803SEA07Through the end of this month, retailers can become a Moosehead Drop Zone, as part of the Canadian beer’s “Cabin Fever Rescue Program”; p-o-s materials include case and counter cards, header cards, banners and danglers; tear pad offers for a Moosehead Cabin Fever Survival Kit, featuring flashlight, compass, cooler, etc.
MOUNT GAY RUM
(Remy Amerique)
Mount Gay is highlighting its upcoming summer merchandising program with a “It’s About Time” collectable T-shirt promo, offered as a bonus to consumers who purchase a 1.75 ml bot- tle; shelf talkers and case cards will support the program.
SUTTER HOME WINERY
(Sutter Home)
Running from March through May, Sutter Home is featuring a “Spring Sensations” promotion, which includes bottle neckers with recipes and rebates, its 1997 Chardonnay with flower seeds on-pack, and a Wine Country Weekend Sweepstakes.

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