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