FALL SEASONAL PROMOTIONS AND HOLIDAY TIE-INS CAN BE A BOON TO SALES IN THE FOURTH QUARTER. HERE’S A SAMPLING OF SUPPLIER MERCHANDISING MATERIALS AVAILABLE TO RETAILERS
KICKING OFF SALES
The Seagram Beverage Company is using the fall football season to promote its line of Seagram Coolers with a full complement of point-of-sale materials with the tagline, “catch the wild fruit flavor!”
IN YOUR FACE
Dubouchett’s line of cordials and liqueurs, from Heaven Hill Distilleries, is aggressively promoting its line again this year. For the holidays, its case card for Peppermint Schnapps, tagged “Jingle Your Bells,” hopes to put a little jingle in retailers’ cash registers too.
ADDING VALUE
Heaven Hill Distilleries is giving consumers a little extra when they purchase a 750 ml of Copa De Oro Imported Coffee Liqueur. Besides a wide variety of other point-of-sale materials highlighting the brand, Copa De Oro is featuring an on-pack through October that includes a spiral-bound booklet of food and drink recipes.
BEER & NUTS
A natural product tie-in is the subject of St. Pauli Girl’s Oktobeerfest promotion, giving retailers a chance to co-merchandise the German brew along with Fisher Nuts. In addition, case cards include a free party tips brochure and an offer for collectible branded merchandise.
SLIDING INTO PROFITS
Old Forester Kentucky Straight Bourbon, from Brown-Forman Beverages Worldwide, is featuring point-of-sale materials highlighted by a five-foot wooden toboggan with matching seat pad intended to get customers into the spirit of the season.
A GEM OF A DEAL
The holiday season is bringing a festive package from Bombay Sapphire, imported and marketed by Bacardi-Martini USA. Packaged along with a 750 ml of the superpremium gin is a collector’s edition Martini glass, available in a decorative gift box.
SOUTH SEAS SWEEPS
Kobrand Corp.’s line of Alizé products — including the original Alizé, Alizé Red Passion, and the latest Alizé V.S.O.P. Cognac — has a sweet sweepstakes promotion running at retail through October 20. The “Take The Passion To Tahiti” sweepstakes offers 25 grand-prize winners a week-long trip for two to that Pacific island paradise. Official entry forms are available, and there is a full line of p-o-s materials featuring the promotion, including case cards, shelf talkers, bottle neckers and posters.
