And ringing up the profits, with helpful merchandising aids from wine and spirits suppliers. Here’s a selection of what’s available this season.
The Jack Daniel’s holiday display theme is, centered around a 36″x40″ replica of a “snow globe shaker” featuring a moving train that can be used as a pole topper or suspended from the ceiling. Brown-Forman Beverages Worldwide is including a catalog of Jack Daniel’s signature merchandise and case cards in the holiday promotion.
Once In A Thousand Years
Evan Williams, from Heaven Hill Distilleries, has released the Evan Williams Millennium Single Barrel Vintage Reserve in a limited-edition blue ceramic globe decanter. The collectible decanter has the exact day the single barrel bourbon was put in oak hand-inscribed on the back.
What You Can Do With Two Fingers
Two Fingers Tequila, from Heaven Hill Distilleries, is hoping to stop customers in their tracks with an eye-catching holiday promotion. A cactus wreath design case card will complement a free-standing bin as well as shelf strips.
This year’s holiday gift pack from Bombay Sapphire features a unique Martini glass created by renowned designer Patricia Heller. Along with the 750 ml bottle of Bombay Sapphire, from Bacardi-Martini USA, the blue marbles which roll as the glass is tipped.gallery-inspired glass has the classically-shaped “drinking bowl” cradled between three aluminum rods forming the stem. Within the rods are seven sapphire.
Celebrating With Bushmills
Bushmills Irish Whiskey rings in the season with a variety of in-store merchandising materials to help build festive floor displays. Brown-Forman’s promotion of the Bushmills family of brands includes case cards, sales brochures, shelf talkers and ad slicks.
Budweiser is commemorating the millennium with the biggest special packaging in its 124-year history and a limited-edition magnum bottle. The packaging features a turn-of-the-century look with script type and gold highlights. The black glass magnum bottle contains 46 ounces of original Budweiser and resembles a traditional champagne bottle, including red foil wrap, cork and wire closure. Anheuser-Busch will promote the Budweiser millennium program with marketing and merchandising support.
Canadian Club offers a variety of gift choices. Canadian Club 6 year old is available in a gift box or in a gift set paired with two rocks glasses. Canadian Club 10-Year-Old Reserve comes in a gift set featuring an etched, stainless steel flask while a sample pack of 50 ml bottles are ready for stocking stuffing. The holiday promotion from Allied Domecq Spirits includes case cards, danglers, shelf wobblers and pole toppers.
At least that’s what Trinchero Family Estates hopes to accomplish with its latest promotional extravaganza for its Sutter Home wines. This year, in honor of the upcoming millennium, Sutter home has launched “Here’s To Each and Every Century,” a promotion that combines Sutter Home with CompuServe 2000 and the nationwide giveaway of 2 million CD-ROMs offering consumers a free month’s internet service.
Sparkling Into The New Millenium
Veuve du Vernay sparkling wine is approaching the new year with a limited edition gift box to ring in the millennium. The packaging, from Marie Brizard Wines & Spirits, USA, includes a 750 ml bottle of Veuve du Vernay and two commemorative “2000” stemmed glass champagne flutes.
All The Trimmings
Martini tree displays highlight the Beefeater holiday p-o-s materials. The Allied Domecq Spirits product also has two value-added packs for the season: one includes a signature martini glass while the other contains a red glass shaker.
Cooking Up A Millennium Spectacle
Canandaigua Wine Co. is putting together an aggressive millennium promotional campaign for Cook’s Champagne. Along with distinctive commemorative bottles, Cook’s p-o-s items include lighted motion spectaculars, case cards and neck hangers promoting a rebate and a scratch-and-win instant game.
No Wrapping Required
Jim Beam Black is offering a holiday gift set which is ready to give. The festive package contains a 750 ml bottle of the seven-year-old bourbon and two etched cocktail glasses. It also includes a “to/from” label so no wrapping is needed.
Australian For Reindeer
A kangaroo reindeer is just one of the images Foster’s, from Molson USA, is using for its holiday promotion. Merchandising materials will all feature a seasonal twist on Foster’s “Australian for Beer” advertising.