Beverage Dynamics is the largest national business magazine devoted exclusively to the needs of off-premise beverage alcohol retailers, from single liquor stores to big box chains, through coverage of the latest trends in wine, beer and spirits.
Issue link: http://read.dmtmag.com/i/215070
29 TH ANNUAL BEVERAGE DYNAMICS Advertising & Promotion Awards THE BEST ADVERTISING, PROMOTION, PACKAGING AND MERCHANDISING MATERIALS IN THE BEVERAGE ALCOHOL INDUSTRY TODAY. I f the U.S. Congress would stop threatening to dynamite the domestic – and, by extension, international – economy, then all concerned, including the beverage alcohol industry, could very well solidify the economic recovery and gain momentum in the battle to increase business and employment overall. Major U.S. corporations continue to hoard large amounts of cash, evidently waiting for demand for their products to increase so they can invest more in their businesses, and thus, hire more workers. Just as last year at this time, the beverage alcohol industry appears to be doing fine, with wine and spirits consumption growing at a decent clip. And even the beer industry might have recently wakened from its flat sales performance over the past few years, driven in part by the growing craft beer movement. One thing has remained constant for beverage alcohol suppliers – their commitment to brand-building. Obviously, most major spirits, wine and beer brands have increased their online presence PRINT AD – CONSUMER dramatically, devoting increased marketing dollars to that medium. While some companies may have trimmed their marketing and merchandising programs, suppliers collectively spend many millions of dollars a year to create and grow their brands. As we've noted here before, these efforts are often supported by a wide range of advertising and marketing initiatives each year.And while a percentage of these programs have migrated away from traditional forms of marketing, there's still a huge repository of new advertising, packaging, promotions and public relations efforts that help drive interest – and sales – of beverage alcohol products. This competition, now in its 29th year, is meant to highlight the broad array of merchandising and marketing programs introduced during the past year (officially from April 2012 to July 2013).The following pages showcase the winners, judged on creativity, effectiveness as a sales communications tool and overall production quality. We congratulate them. PRINT AD – TRADE By Gerry Khermouch I n an era of wine and liquor superstores, New York's 67 Wine is a role model for what can be done in a smaller retail footprint: through tight editing, it manages to stand out for some of its sections – whether half botSECOND PLACE tles or Beaujolais or biodynamic wines – while also serving as a neighborhood repository of well-priced, Brand: Dewar's Blended Scotch highly drinkable finds from all over the world. With a highly decentralized wine-buying apparatus that disCompany: Bacardi USA perses those duties among many staffers,Arvind Krishnan Marketing Director: and a near-absence of office space off the selling floor, regular shoppers from the store's Brand Manager: Brian Shaifer Upper West Side neighborhood in Manhattan know they can stroll in to find an FIRST PLACE FIRST PLACE Agency: Opperman Weiss uncommon array of expertise available to them right there. Brand: Admiral Nelson Spiced Rum Brand: Evan Williams Black 67 Wine is located a couple Creative Directors: Jeff Weiss, Paul Opppermanwhat local Company: Heaven Hill taken to calling of blocks from Lincoln Center, in businesses have Distilleries Company: Heaven Hill Distilleries Lincoln Square, the "gateway to the Upper West Side." The Upper West Side – a long-gentrifying neighborhood Marketing Director: Kate Latts Marketing Director: Kate Latts Brand the north. The blocks surBrand Manager: Susan Wahl that blends upscale professionals with artistic types – stretches for a couple of miles toManager: Hannah Venhoff Agency: the south end Agency: Lincoln Center rounding10 over 12 Creative increasingly have become a shopping destination, anchored at10 over 12 Creativeby the luxe Creative Director: Keith Rios Creative Director: Keith Rios stores and restaurants (and Whole Foods) of the Time Warner Center and including more mass-oriented chains Art Director: Chris McGavran Copywriter: Nick Bankhead such as Barnes & Noble, Bed Bath & Beyond, Burberry Brit, Banana Republic and Best Buy in close proximity Other: Krista Nix Art Director: Chris McGavran (along with Hacker retailers whose names don't begin with a "B"). An always-mobbed Apple store recently opened other Other: Andy Beverage Dynamics www.beveragedynamics.com November/December 2013 37 Beverage Dynamics •• www.beveragedynamics.com •• November/December 2010 •• 37