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/47881
THE BEST ADVERTISING,PROMOTION, PACKAGING AND MERCHANDISING MATERIALS IN THE BEVERAGE ALCOHOL INDUSTRY TODAY. Awards BEVERAGE DYNAMICS Advertising & Promotion money on beverage alcohol products (though beer sales were slightly off, that could have had more to do with changing con- sumer preferences than the economy). Spirits sales volume increased 2.1% overall, while wine sales gained 1.7%, more than doubling the previous year's increase. Unfortunately, U.S. economic growth this year,while still up,has been anemic through September of 2011 and consumers and businesses are again falling into a defensive crouch. With contradictory economic signals arriving through the news media daily and the stock marketing yo-yoing up and down in wild gyrations, it seems that nobody knows what to believe about future (or even current) economic conditions. Still, there is no solid evidence yet that beverage alcohol sales have been affected, and suppliers continue to invest in their brands. T he U.S. economy was in moderate recovery mode throughout 2010, and overall sales of wine and spirits confirmed that consumers were feeling better about spending a little extra CATEGORY While some companies may have trimmed their marketing and merchandising programs, suppliers still collectively spend many millions of dollars a year to create and grow their brands. And, as we've said here before, these efforts are often supported by a wide range of advertising and marketing initiatives each year. As we all know, a percentage of these programs have migrated away from traditional forms of marketing to the ever-expanding social media network.Even so,there's 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 27th year, is meant to highlight the broad array of innova- tive merchandising and marketing programs introduced during the past year (officially from April 2010 to July 2011). The following pages are meant to showcase the winners, judged on creativity, effectiveness as a sales communications tool and overall production quality.We congratulate them. PRINT AD – CONSUMER 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 small- er retail footprint: through tight editing, it manages to stand out for some of its sections – whether half bot- tles or Beaujolais or biodynamic wines – while also serving as a neighborhood repository of well-priced, highly drinkable finds from all over the world. With a highly decentralized wine-buying apparatus that dis- perses those duties among many staffers, and a near-absence of office space off the selling floor, regular shoppers from the store's Upper West Side neighborhood in Manhattan know they can stroll in to find an uncommon array of expertise available to them right there. 67 Wine is located a couple of blocks from Lincoln Center, in what local businesses have taken to calling Lincoln Square, the "gateway to the Upper West Side." The Upper West Side – a long-gentrifying neighborhood that blends upscale professionals with artistic types – stretches for a couple of miles to the north. The blocks sur- rounding Lincoln Center increasingly have become a shopping destination, anchored at the south end by the luxe stores and restaurants (and Whole Foods) of the Time Warner Center and including more mass-oriented chains such as Barnes & Noble, Bed Bath & Beyond, Burberry Brit, Banana Republic and Best Buy in close proximity (along with other retailers whose names don't begin with a "B"). An always-mobbed Apple store recently opened FIRST PLACE Brand: Don Q Rum Company: Serralles USA Marketing Director:Yisell Muxo Brand Manager: John Eason Agency: C-Com Group, Inc. Creative Director:Yania Olbarrieta Art Director: Felix Lopez SECOND PLACE (TIE) Brand:Pama Company: Heaven Hill Distilleries Marketing Director: Kate Latts Brand Manager: Reid Hafer Agency: 10 over 12 Creative Creative Director: Keith Rios Copywriter: Lynne Mlady Art Director: Matthew Johnson SECOND PLACE (TIE) Brand:Evan Williams Company: Heaven Hill Distilleries Marketing Director: Kate Latts Brand Manager: Susan Wahl Agency: 10 over 12 Creative Creative Director: Keith Rios Copywriter: Lynne Mlady Art Director: Keith Rios THIRD PLACE Brand: Don Q Rum Company: Serralles USA Marketing Director:Yisell Muxo Brand Manager: John Eason Agency: C-Com Group, Inc. Creative Director: Yania Olbarrieta Art Director: Felix Lopez Beverage Dynamics • www.beveragedynamics.com • November/December 2010 • 43 Beverage Dynamics • www.beveragedynamics.com • November/December 2011 • 43 27THANNUAL