Grey Goose
Seasonal Spectacular

The assignment for the Grey Goose Holiday spectacular was to create a universal piece that would work in any store décor to merchandise and enhance Grey Goose during the critical holiday season.

With some marketing shifts it had been a couple of years since Grey Goose had anything spectacular during the holiday season. What Grey Goose quickly discovered was that retail theater and attention getting visuals were the key to getting proper floor placement of multiple case stackings in retail.

This display was built from a combination of woods, metals and plastics. Special attention was made to ensure the iconic royal blue matched on all 3 substrates. The unit was manufactured to be easy to assemble and created a building block approach which made the product easy to shop and enticing to the consumer.

This mass display carried the iconic Grey Goose blue while simultaneously creating a winter wonderland to the consumer. An 80% compliance rate was achieved from beach technology that was added to the units for tracking. The acceptance rate was great, and each retailer achieved a 50-60% increase in sales during the holiday selling period. Due to the quality nature and attractiveness of the piece, many units remained on the floor well into the winter months and in some cases longer. This “Take a Look Inside” marketing approach to merchandising is engaging to the consumer and allows the retailer to create a winter scene.

Client: Bacardi Limited
Brand: Grey Goose Vodka
Main Channel: Beer, Wine and Spirits Beverage Retail
Year: 2019
Type: Semi-permanent Display
Main Materials: Wood, Metal & Plastic
Merchandising Type: Semi-permanent Displays

Essentia
Super Endcap

The objective for this super endcap was to create an environment in Walmart that allowed a premium water with recognizable health benefits to be a focus spot in America’s largest retailer. This machine has the convenience factor associated with it and has a target towards millennial consumers that strive for space efficiency, environmental efficiency and convenience.

Understanding the commitment to the size and amount of product to be placed here was a risk, for Essentia’s is a recognizable brand, but by far not one of the most popular brands in the premium water category. Essentia has been recognized by doctors and others to be a well-balanced ionized alkaline approach to water. Speaking to the over achiever that prefers their drinking water to prove to have as much healthy benefits as the food that they consume, the assignment was to create a multi sided endcap that was adaptable to all product sizes from single serve to multi packs. An endcap this large allowed the Walmart consumer to have the option from a room temperature or chilled water beverage for their consumption. The target consumer is both male and females of all ages who are looking for and truly understand the values of an ionized alkaline water. Essentia has built a reputation of not only being a premium water, but a premium health water which consumers immediately recognize to be helpful to keep them hydrated in their daily activities.

Client: Essentia
Brand: Essentia Premium Water
Main Channel: Walmart
Awards/Recognition: 2020 Shop!
Year: 2019
Type: Permanent Display
Main Materials: Wood, Steel
Merchandising Type: Permanent Displays

Drinkworks
Destination Center

The objective for the Drinkworks merchandising launch was to create an environment that showcased the beauty, functionality and accessibility of the Drinkworks machine to the consumer, along with introducing the amazing cocktail selection that coincides with the machine. This machine is targeted towards consumers that strive for economic savings, space efficiency, great taste and convenience

The concept of a well crafted, tasteful alcoholic cocktail made from a concentrated liquid is fascinating and relevant for today’s world. This type of convenience cocktail making will be the wave of the future.

Client: Keurig & Anheuser-Bush
Brand: Drinkworks
Main Channel: Convention, Exhibit
Awards/Recognition: 2020 Shop!
Year: 2019
Type: Permanent Display
Main Materials: Wood, Steel
Merchandising Type: Permanent Displays

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The objective for the Drinkworks merchandising launch was to create an environment that showcased the beauty, functionality and accessibility of the Drinkworks machine to the consumer, along with introducing the amazing cocktail selection that coincides with the machine. This machine is targeted towards consumers that strive for economic savings, space efficiency, great taste and convenience.

The concept of a well crafted, tasteful alcoholic cocktail made from a concentrated liquid is fascinating and relevant for today’s world. This type of convenience cocktail making will be the wave of the future.

Client: Keurig & Anheuser-Bush
Brand: Drinkworks
Main Channel: Convention, Exhibit
Awards/Recognition: 2020 Shop!
Year: 2019
Type: Permanent Display
Main Materials: Wood, Steel
Merchandising Type: Permanent Displays

Deep Eddy
Fruit Stand

The objective of the Deep Eddy Fruit Stand Display Cart was to create an environment for consumers to try a variety of flavors of vodka. The assignment was to replicate an old-fashioned farm stand fruit cart bringing back memories of a rural lifestyle where a fruit stand was at every intersection.

Deep Eddy Vodka mixologists have come up with a multitude of recipes and this fruit stand needed to entice the consumer to experiment and experience these new cocktails. This large mass display served as a fruit stand to showcase all flavors of Deep Eddy and highlighted their 3 most popular flavors: original, grapefruit, and lemon. Special attention was given throughout the creative process to make sure this roadside fruit cart emulated what you would see on the street corners of rural America.

The display is made of weathered and aged wood, a multitier, which allowed every bottle to be highlighted, and clever recipe card holders. A corrugated metal roof supported by two all steel wheels made this authentic fruit stand look like it was made by any local farmer in their wood shop. The sales results were incredible for a large mass display like this had never been created before by Deep Eddy Vodka. Over 300 of the stores where this display was presented experienced a 120% increase in sales leading into summer and fall. Special attention was given to the engineering of the piece, for ease of assembly was paramount in achieving a 90% compliance rate.

Client: Heaven Hill Brands
Brand: Deep Eddy
Main Channel: Beer, Wine and Spirits Beverage Retail
Awards/Recognition: 2020 Shop!
Year: 2019
Type: Semi-Permanent Display
Main Materials: Wood, Steel
Merchandising Type: Semi-permanent Displays

Veuve Clicquot
Balloon

Client: Moet Hennessy USA
Brand: Veuve Clicquot Champagne
Main Channel: Beer, Wine and Spirits Beverage Retail
Year: 2018
Type: Display
Main Materials: Wood, Plastic
Program: Branding and Promotion
Merchandising Type: Fixtures & Permanent Displays

Glenfiddich
Gifting Center

The objective for the WGS Holiday Gifting Center was to create and develop a magnificent gifting center focused around the holiday season. In some cases, in the spirits world, as much as 80% of sales are driven from the holiday selling or gifting time period. This display program needed to work in all size stores from independent liquor stores, luxury stores to mass grocery.

The target consumer is generally 25 – 45 years old and tends to lean towards male but is certainly gaining popularity with female consumers. The concept was to create an amazing, eye catching center piece to allow every store to showcase magnificent gift packs that are available during the holiday selling period. Programs like this are very successful, for they bring out the best in packaging, value added packaging, pricing and sell through.

Managing this footprint allowed retailers to merchandise all age varietals associated with two of the most popular scotch whiskeys Balvenie and Glenfiddich. This needed to be eye catching from all eye angles of the store and easily shopped by multiple consumers at any given time. The profitability of super premium scotch whiskeys create a win win situation for both distiller and retailer when executed properly. This is why WGS and Bish are a winning team!

Client: William Grant & Sons
Brand: Glenfiddich
Main Channel: Beer, Wine and Spirits Beverage Retail
Awards/Recognition: Shop 2020
Year: 2019
Type: Temporary Display
Main Materials: Wood, Metal & Plastic
Merchandising Type: Temporary Display

Frito Lay’s
Flamin’ Hot Display

Client: Frito Lay’s
Brand: Flamin’ Hot Brands
Main Channel: Convenience & Grocery
Year: 2018
Type: Display
Main Materials: Wood, Plastic
Awards/Recognition: 2018 Shop! GlobalShop OMA Gold, 2017 West Coast POPAI Silver, 2017 Best Innovation
Program: Branding and Promotion;
Merchandising Type: Fixtures & Permanent Displays

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Client: Frito Lay’s
Brand: Flamin’ Hot Brands
Main Channel: Convenience & Grocery
Year: 2018
Type: Display
Main Materials: Wood, Plastic
Awards/Recognition: 2018 Shop! GlobalShop OMA Gold, 2017 West Coast POPAI Silver, 2017 Best Innovation
Program: Branding and Promotion;
Merchandising Type: Fixtures & Permanent Displays

Kraken Rum
Seasonal Spectacular

The objective for the Kraken Rum Seasonal Spectacular was to create a program that allowed the brand to own a piece of real estate in the store, while collaborating with the retailer to provide them seasonal influential long time tools to lock that particular floor space in for a 6 month period of time.

This program needed to engage the consumer with its now very recognizable 3 tentacle which has become the symbol of Kraken Rum. Kraken Rum is a premium black spice rum consumed by male and females age 21 to 50. Kraken Rum is a fun product that resonates with today’s culture.

The merchandising for this campaign needed to speak to the fun aspect of the product while capturing the symbolic influences for a specific period of time. Real estate management and real estate theatre are the key to getting floor space for Kraken Rum, for their very limited advertising budget allows them to focus the majority of their marketing spend for this retail presence. They also wanted a WOW factor that would achieve immediate recognition inside premium liquor stores, grocery and mass, for their message has been constant since the introduction of this product.

Client: Proximo Spirits
Brand: Kraken Rum
Main Channel: Beer, Wine and Spirits Beverage Retail
Awards/Recognition: 2020 Shop!
Year: 2019
Type: Semi-Permanent Display
Main Materials: Wood, Metal & Plastic
Merchandising Type: Semi-Permanent Display

Michelob Ultra
Athletic Podium

Michelob Ultra’s objective was to build a mass display that spoke to the love of walking or running and the joys of outdoor sports including golf, but also aligned with any outdoor sport. Their target consumer age is 21 to 41. A very health conscious male or female that enjoys the taste of beer but does not want to be weighed down by the calories usually associated with beer.

After a long run, 5K, a round of golf or a game of flag football, a cold Michelob Ultra is a reward for the time spent building a healthy lifestyle. This unit needed to be a form of real estate management that allowed the retailer to build a mass display promoting this incredibly popular beer, while engaging consumers that aspire for a heathy lifestyle.

Client: Anheuser-Busch
Brand: Michelob Ultra
Main Channel: Beer, Wine and Spirits Beverage Retail
Year: 2019
Type: Permanent Display
Main Materials: Wood, Metal & Plastic
Merchandising Type: Permanent Display