Merchandising & Promotion


BRAND PROMOTION
ABSOLUT VODKA
(Seagram Americas)
Besides the ongoing innovative promotions of its best-selling imported vodka, the company is targeting merchandising activi- ties on its new — and fast-growing — Mandrin flavor, which sold 180,000 cases its first six months on the market
BUDWEISER (Anheuser-Busch) “Bud Summer 2000” promotion kicks off Memeorial Day featur- ing $3 million in instant-win prizes as well as offer for calendar of Supermodel Daniela Pestova; p-o-s highlighted by beach imagery and Pestova with tagline, “Grab a Taste of Paradise.”
CANADIAN MIST
(Brown-Forman Beverages)
The top-selling Canadian whisky is appealing to youngerconsumers with promotions like its on-pack comedy CD, that features the brand’s “light” taste and”lighter” lifestyle.
CHRISTIAN BROTHERS (Heaven Hill Distilleries) The popular domestic brandy is increasing its presence through enhanced marketing and merchandising activities, through ad programs and an array of in-store materials themed, “Practice Makes Perfect.”
CORONA BEER (Barton/Gambrinus) The top-selling import from Mexico is promoting its family of beers for Cinco de Mayo with an array of p-o-s materials car- rying the “Serve It Up All Summer” theme.
COORS LIGHT
(Coors Brewing)
0500mp2Running from May through July is Coors Light’s “Double Down Summer 2000” promotion; packages of 12, 18, 24 and 30 cans will include ATM-like cards, which consumers can use to call in to see if they have won a cash prize; full complement of p-o-s materials support the program.
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.
DEWAR’S WHITE LABEL
(Bacardi USA)
0500mp1The top-selling Scotch launched a new spring promotion featuring the popular Highlander icon as well as the tagline,”The Road Less Traveled.” Full line of p-o-s offers a “Highlands Sweepstakes” with chance to win a trip for two to Scotland; embossed leather luggage tag necker included on bottles as Father’s Day value-added element.
FOSTER’S
(Molson USA)
The brand’s Team 2000 promotion features a “Take a Shot” trip for two to Sydney, Australia; consumers qualify by submit- ting a photo visually demonstrating why they deserrve the trip; runs through the summer; entry forms at p-o-s displays or online at www.fostersbeer.com.
SUTTER HOME WINERY (Sutter Home) 0500mp3Running 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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