WARMING UP SUMMER SALES

CHILLIN’ OUT


Chi-Chi’s line of prepared cocktails, from Barton Brands, is highlighting a “Chillin’ with Chi-Chi’s” mass display card supported by two five-foot pole attachments and palm tree lug-ons. Featuring four of the brand’s popular flavors, the company hopes to promote the frozen cocktails that make cool summer drinking.

SUMMER SPARKLERS


This summertime promotion for Burnett’s Vodka and Gin, from Heaven Hill Distilleries, is targeted at helping retailers take advantage of the seasonal popularity for gin and vodka. Point-of-sale materials feature dimensional case cards that can be used with pole displays or case stackings as well as shelf talkers that contain tearpads with drink recipes. The promotion also includes 2-oz. on-packs of Borden’s ReaLime and ReaLemon juices on 1.75 liter bottles of the products.

RACK ‘EM UP


Jim Beam Bourbon is running a “Break It. Make It. Take It.” promotion that gives some lucky consumers a chance to win $1 million. All they have to do is shoot some pool. Well, not exactly. If they’re able to break the rack and make the 8 ball in on the break, they’ll take home the prize. The promo is supported by on- and off-premise point-of-sale materials.

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A BASKET CASE


Piper Sonoma, which produces the brut and blanc de noir California sparklers, is highlighting a picnic-themed in-store promotion this summer. Consumers can send for a Piper Sonoma picnic basket and two Piper Sonoma flutes, a mail-in offer for $26 plus shipping, which stays in effect through March 2001 (or until supplies run out).

RELAXIN’ IN THE SUN


Beginning this month, Canadian Mist, from Brown-Forman Beverages Worldwide, is featuring a summer promotion themed, “Lighten Up,” meant to support its new lightweight 1.75 liter “Easy Pour” bottles. The centerpiece of the promotion is a mail-in offer for an inflatable chair ($15 including shipping and handling).

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