Advertising & Promotion Awards
It’s no secret that the U.S. economy has been trending down for the past year and that many experts are now identifying our economy as being in recession, especially following the shock of the horrific events of September 11. As I write this, it is not yet clear how sales of beverage alcohol have been affected by the most recent economic shocks. Still, 2000 statistics for sales of all beverage alcohol segments, including wine, beer and spirits, were up. As has been the case for years, the dynamic merchandising and innovative advertising reflected throughout the industry, especially for many high-profile products, has helped spur this growth. And, once again, the results of the Beverage Dynamics Advertising & Promotion Awards competition has shown how impressive these efforts are.
In our industry, competition among brands is fierce, and the investments that companies make in packaging, advertising, merchandising and promotion play an important role in directing consumers toward certain products. And nothing can appeal to consumers like a creative advertising campaign, fresh packaging and an innovative promotional program.
Our panel of judges — listed at the end of this article — included well-respected members of the advertising, marketing and design communities. They graciously gave of their time, experience and energy, and we’d like to acknowledge their participation. As in every competition of this sort, choosing the winners is not an easy task, especially in the categories where there a number of exceptional entries. The following pages are meant to showcase those winners and the companies behind our industry’s best advertising, packaging, promotions and merchandising materials.
— Richard Brandes