FIRST QUARTER PROMOTIONS

Bring in the Irish

Bushmills is bringing in “Plenty O’ Green” for St. Patrick’s Day with festive merchandise that includes case cards, case bins and shelf talkers bearing the image of the traditional four-l eaf clover behind a bottle of the Irish whiskey.

Matters di Amore

For those enamored of di Amore, Barton Brands introduces a Valentine’s Day promotion featuring a glitter globe showcasing a park scene with bird, bunnies and a picnic for two that includes a bottle of Amaretto di Amore. The knicknack also plays a rendition of the Beatles’ “And I Love Her,” and has p-o-s that includes a case card, tearpad with ordering information, and drink and dessert recipes.

Meet the Millennium

Millennium mania has struck among champagne producers, including Korbel Champagne Cellars, which has established an extensive off-premise promotion, along with a redesign of labels for Korbel Brut, Extra Dry, Brut Rosé and Blanc de Noir in conjunction with its sponsorship of the famed Times Square countdown.

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Copa-setic

In some parts of the country, the winter season has just begun, which is why customers may be ready to beat the chill with a glass of Cocoa Amore White Chocolate Hot Cocoa. And Heaven Hill has made it possible with an on-pack for its Copa De Oro Coffee Liqueur. P-o-s for the winter promotion includes a shelf talker with recipe book and case cards bearing the slogan, “Copa-Cino.” The first quarter of the selling season may seem quiet after the harried holidays, but it can also be a profitable one. Valentine’s and St. Patrick’s Day — and the onset of a new millennium — provide excellent merchandising opportunities for spirits and wine brands. More first quarter programs are listed on page 55.

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