Suppliers have been gearing up for St. Patrick’s Day, the lucky holiday with high-volume spirits and beer sales, and for other seasonal events. Here is a look at just a few promotions they have lined up for spring 1998.
A TOAST FOR TWO
Off-premise consumers can raise a toast to The Stroh Brewery Company this St. Patrick’s Day, with a pair of McSorley’s pint glasses available through mail-in at locations where the beer is sold. Green derby hats, temporary shamrock tattoos and other items are available in the p-o-s kit.
BOTTOM LINE GREEN
St. Patrick’s p-o-s for Molson, distributed by Miller Brewing Company, include festive green banners, display cards and posters with the slogans, “Where’s Me Golden?” and “Who Needs Luck?”
AS GOOD AS IT GETS
Brown-Forman Beverages Worldwide is promoting Bushmills Irish whiskey, with colorful case cards and shelf talkers bearing the tagline, “This is as Irish as it gets.”
TIME FOR THE IRISH
A mirror with clocks showing local and Dublin times and other p-o-s encourage consumers to “Take home the spirits of St. Patrick’s Day” with a bottle of Jameson Irish Whiskey. The Irish-themed promotion is sponsored by Austin, Nichols.
THE GREEN YOU NEED
The Gambrinus Company is launching Corona‘s first ever St. Patrick’s Day promotion with p-o-s items of an antique Mexican photograph humorously bearing the slogan, “Kiss me,
I’m Irish.”
WILD IRISH ROGUE
For consumers who want to go wild on St. Patrick’s Day, Rogue Ales Brewery is offering Wild Irish Rogue, in limited-edition, 22-ounce long-neck bottles with three-color, silk-screened labels. Equally “wild” case cards and other high-impact p-o-s are also available.
HOLDING COURT
Miller Genuine Draft is getting ready for the basketball playoff season with its “Backdoor Pass” sweepstakes. Tear-off pads on displays and other “It’s Time to Hold Court” p-o-s available through the Miller Brewing Company.
PUB OF ONE’S OWN
For the fifth consecutive year, the Guinness Import Company is launching the 1998 “Win Your Own Pub in Ireland” contest; the Grand Prize is Finucane’s Pub in Listowel, Ireland. A 3-D Mass Pub display with brochure entry forms and other p-o-s items are available.
