Summer Merchandising


A selection of warm-weather in-store supplier promotions.

Miller Brewing, the official malt beverage of the Harley-Davidson 100th Anniversary Celebration, is sponsoring a three-day event known as the “party of the century,” to be held in Milwaukee August 28-30. Through Miller Lite and Miller Genuine Draft off-premise promotions, consumers of the legal drinking age will get the opportunity to win trips to the party. They can also visit MillerTime.com and enter to win a 2003 Harley Davidson motorcycle. Off-premise point-of-sale materials include mini cutouts, display cards, static stickers and floor decals.


Alice WhiteLooking for a way to promote Australian wine this summer? Alice White, a top-selling Aussie wine brand imported by the Canandaigua Wine Co., is offering a special promotion to recognize August as Australian Wine Month. Through off-premise materials such as case cards and neck hangers, Alice White hopes to encourage consumers to try these wines from “Down Under.”


MalibuMalibu rum, from Allied Domecq, is promoting its “Take Life Less Seriously” campaign. Retailers are being offered cooler jugs — perfect for parties or beach trips — in which to store Malibu cocktails. An array of “Seriously Easy Going” off-premise displays including hammocks and patio chairs and table are also being offered to attract consumers’ attention .


Pepsi MLB All-StarTo promote Pepsi, Sammy Sosa of the Chicago Cubs made his MLB All-Stars selections at Wrigley Field using an official Pepsi/MLB electronic voting kiosk, the first time such a method has been used to select the All-Stars. The kiosks are found exclusively at Albertson’s supermarkets nationwide.


0307mer4Anheuser-Busch kicked off its “Open For Summer” Budweiser and Bud Light promotion, highlighting the three big summer holidays: Memorial Day, Independence Day and Labor Day. Consumers have the opportunity to win a variety of electronic prizes, including personal music players, camcorders and DVD players. Off-premise merchandising tools include banners, stand-up displays, danglers and cooler toppers. The promotion runs through Labor Day.

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