The battle for market share during the holidays is heating up with at least two liquor makers vying for customer’s attention with eye-catching designs, value adds and discounts.
Tequila maker Jose Quervo will debut a holiday point-of-sale campaign Nov. 1 called Silver & Gold. Bottle-neckers offer discounts on Jose Cuervo Especial or Clasico when purchased with Jose Cuervo Margarita Mix or with any juice or soda. Displays are printed on foil-like material to grab attention and make it easy for consumers to find the products. Gift bags will be handed out to consumers that purchase Cuervo products. The silver and gold bags are made to hold a 750-ml size Jose Cuervo bottle and come with two Cuervo cocktail recipes—the Cuervo Clasico Red Rebel, made with Clasico, lemon-lime soda and cranberry juice and the Cuervo Gold Margarita.
Larger in-store displays have been outfitted with silver and gold décor. Three-D pole toppers fit mid-size displays and have been branded with the tag line, “Add some ho-ho-Jose to your holidays.” Frankel, Chicago, created the campaign.
Allied Domecq has begun offering value adds and spruced up holiday packaging for a number of its brands.
Beefeater, Canadian Club, Carolans Irish Cream and Courvoisier VS are packaged with two branded rocks glasses while Sauza tequila comes with two shot glasses. Beefeater and Canadian Club include recipes. Consumers can take home a luminary tin with the purchase of a 750 ml bottle of Kahlua. An ice shot glass maker—a reusable mold that makes five shot glasses out of ice—comes with a 750 ml bottle of Stolichnaya 80 proof vodka
Holiday-themed case cards with lighted lug-ons and pole toppers, some with motion lights, draw attention to the promotion.