Summer Merchandising

A selection of supplier summer programs.

Baby-Back Rub

Running through August, Jacob’s Creek Australian wine, from Pernod Ricard USA, is supplying retailers with consumer recipe booklets that pair its wines with different herb rubs through its “Rub Up to a Nice Australian” promotion. Customers will receive a coupon for $1 towards any barbecue item and have the chance to buy the set of four rubs, which include Aussie RubBQ, Big Reef Rub, Aussie Herb Rub and Sydney Savory. Interested consumers can also order the rubs on-line by visiting Point-of-purchase displays and materials include recipe booklets, case cards and shelf talkers with pockets for recipe booklets, picnic tables and umbrellas, and bottle neckers.

Fishing for Sales

Early Times, from Brown-Forman Beverages, is highlighting a fishing-themed in-store promotion tabbed “Reel Times.” The program includes fishing-gear case cards, featuring a 1.75 liter Early Times bottle dressed in full fishing attire, shelf takers, posters and a mass display with an inflatable Early Times boat flanked by two case cards. There is also a tear pad offer for consumers to purchase an Early Times radio/cooler.

Eating & Drinking

“All You Need for a Great Wine & Cheese Party” is the theme of an extensive summer promotion from Woodbridge, from Robert Mondavi. The co-promotion with Carr’s Crackers and domestic cheeses in conjunction with Dairy Management Inc. features case cards, bottle neckers, danglers, price cards, a pairing guide brochure, a four-case wine rack and mass displays. In addition, there are dollars- and cents-off coupons for the crackers and cheeses.

Against the Wall

Stolichnaya, from Allied Domecq, recently unveiled the second phase of its “See What Unfolds” campaign with an array of out-of-home advertisements. Larger-than-life images of colorful origami eagles, butterflies and swans, crafted from Stolichnaya labels, are on billboards, wallscapes, urban subway panels and phone booths from now throughout the summer. The campaign is part of a marketing effort valued at more than $30 million for the brand.


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