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POPAI Awards 2013: Liquor Retailers

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Entry Title: VB NRL Footy Board

Entry Category: 7 - Liquor Retailers

Entry Division: Temporary

Entrant Company Name: Active-Adval

Victoria Bitter has been a major partner of the NRL for 10 yrs and is the Official Beer of Friday Night Football. VB has a long and illustrious history in sport sponsorship for the last 80+yrs.Objective: To design an on premise visibility piece linking Friday Night Football as the ultimate ‘knock off’ occasion for VB drinkers/NRL fans. Key considerations when designing this piece:A FNF dedicated board that communicates the game and time of kick-off, includes the VB FNF logo and a space for VB drinks. Venues need to be able to interchange the 2 competing clubs each week and be able to mount it within their venue.• This was a State specific campaign targeted in on premise venues around QLD and NSW only given they are NRL dominant states.

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Entry Title: Crown Ambassador Display Cabinet

Entry Category: 7 - Liquor Retailers

Entry Division: Permanent

Entrant Company Name: Active-Adval

Crown Ambassador Reserve created a new category and a luxury style of beer never seen before in Australia. In 2012, CUB launched their 5th release pioneered by Head Brewer Tully Hadley. Tully continue the tradition and legacy of Australia's most luxurious beer which adds distinctive crystal malt and fresh Galaxy hops to create a lager full of complexity and style. The prestige lager has been expertly aged in French oak barrels for three months, imparting an even deeper flavour.Only 7000 individually numbered bottles were available. The objectives were: - Develop a unique floor display with touch screen capabilities with the emphasis on the premium regal look to complement the feel of Crown Ambassador. - To showcase Crown Lager in cases for general consumption that correlates to the Crown brand.

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Entry Title: Jameson RTD Launch POS

Entry Category: 7 - Liquor Retailers

Entry Division: Temporary

Entrant Company Name: Craftech

RTD is a growth area within the Spirits category, with drinkers opting for convenient pre-mixed alternatives of their favourite Spirits. However, sickly sweet products tend to dominate the category. Jameson wanted to redefine the category with a quality alternative that was refreshingly different and mixed with more natural ingredients – crisp cloudy apple and natural ground raw cola. Our challenge was to launch the range in a tough and cluttered retail environment, the liquor store. To reflect the quality nature of our product and to gain attention, our POS had to be a cut above the competition. Our objective was to increase Jameson’s footprint with the trade, find a young new audience and, in the process, broaden the existing audience of Jameson’s parental brand and recruit lapsed Jameson drinkers. To maximise the opportunity, we created: 1.Innovative POS solutions which created high visibility in the off-premise environment 2.Exclusive consumer promotions to support retailers

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Entry Title: Small wine format Innovation

Entry Category: 7 - Liquor Retailers

Entry Division: Permanent

Entrant Company Name: Creative Instore Solutions

Steeped in tradition but inspired by innovation, Brown Brothers, one of Australia’s leading family wine owned companies, set out to enter the small format wine category for the first time with the launch of 4*4 pack offering targeted at the young and vibrant consumer. The aim to drive small format category growth whilst addressing the opportunity to capture share in the fruit wine category whilst expanding on wine usage occasions, for those times consumers do not want to open a full bottle. The brand required a highlight on sophistication, looking for a card alternative but required maximising stand numbers and as a secondary locations in-store to the floor stand and fridge locations.

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Entry Title: Little bottles, Big Returns

Entry Category: 7 - Liquor Retailers

Entry Division: Permanent

Entrant Company Name: Creative Instore Solutions

Steeped in tradition but inspired by innovation, Brown Brothers, one of Australia’s leading family wine owned companies, set out to enter the small format wine category for the first time with the launch of 4*4 pack offering targeted at the young and vibrant consumer. • Provide the combination of right rack, right range and right location. • Provide most optimum solution to liquor retailers that are challenged with limited and cluttered floor space • Flexibility and durability as an alternative to card, complementing secondary on counter locations • Highlight sophistication, driving small format wine category growth • Capture market share through expanding wine usage occasions e.g. BBQ, picnic • Seeking incremental shopper opportunities as front of store • Strength of display to capture and keep footprint

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Entry Title: Jack Daniel's RTD Coolroom Solution

Entry Category: 7 - Liquor Retailers

Entry Division: Temporary

Entrant Company Name: id8 Studio

• Jack Daniel’s aim was to inhibit a traditionally difficult area to display POS. Cool Rooms are generally dedicated to pallet displays of beer. The Cool Room solution was designed to: • Increase sales of Jack Daniel’s RTD range during key sell periods • Capture the attention of existing customer base along with time poor customers looking to purchase RTD value proposition pre - chilled • Increase Jack Daniel’s presence within prime Cool Room space & feature in a beer dominated space • Develop a modular display system maximising Jack Daniel’s share of voice, generating awareness and impact in any store regardless of size and configuration • Develop a simple price change solution to allow reps or employees to update pricing quickly in line with promotional periods • Reduce in store assembly and implementation time for BFA sales reps • Offer a solution that could be displayed in ambient areas particularly in retailers with no Cool Room

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Shopper Marketing
Entry Title: CCA Mixxit@Home Cocktail Display

Entry Category: 7 - Liquor Retailers

Entry Division: Permanent

Entrant Company Name: id8 Studio pty ltd

Secondary Entrant Company Name: The Zoo Republic

Thanks to the popularity of shows like Mad Men, as well as the Masterchef phenomenon of creating gourmet meals and drinks at home; interest in cocktails was having a resurgence. The challenge was many drinkers didn’t feel comfortable or knowledgeable enough to mix their own cocktails at home. Shopping the spirits category was already confusing and difficult to navigate, often with minimal visibility in-store. This resulted in shoppers sticking with their tried and tested favourites of beer and wine. Coca-Cola Amatil saw an opportunity to educate shoppers and in turn boost sales of both their soft drink and spirits portfolio. The key objectives: • Develop a shopper driven solution to drive larger basket sizes for key retail partners • Educate and give shoppers the confidence to make cocktails at home • Increase visibility in-store

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Entry Title: Jim Beam - Case Stacker Pallet Display with POP-UP Header

Entry Category: 7 - Liquor Retailers

Entry Division: Temporary

Entrant Company Name: STI Group

Jim Beam is the world’s No. 1 bourbon. However, with a new alcohol product being launched every three days in Australia last year alone, the category is incredibly competitive. We also know that a defined path to purchase guides alcohol purchase decisions. Most consumers decide within a few moments of entering the retail space. As such, POS displays must engage the consumer immediately. As a result, the in-store environment of many alcohol retailers is incredibly busy and POS displays must fit within tightly enforced guidelines. Also, with no control over the in-store construction of the POS, it must be able to be built with a minimum of time and effort.The client brief focused on linking purchase with the brand position of ‘Make History’. We had to reinforce Jim Beam’s position as No. 1 via innovation, scale and quality.

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Entry Title: Jim Beam - Large Can wit POP-UP Header Display

Entry Category: 7 - Liquor Retailers

Entry Division: Temporary

Entrant Company Name: STI Group

Jim Beam is the world’s No. 1 bourbon. However, with a new alcohol product being launched every three days in Australia last year alone, the category is incredibly competitive. We also know that a defined path to purchase guides alcohol purchase decisions. Most consumers decide within a few moments of entering the retail space. As such, POS displays must engage the consumer immediately. As a result, the in-store environment of many alcohol retailers is incredibly busy and POS displays must fit within tightly enforced guidelines. Also, with no control over the in-store construction of the POS, it must be able to be built with a minimum of time and effort.The client brief focused on linking purchase with the brand position of ‘Make History’. We had to reinforce Jim Beam’s position as No. 1 via innovation, scale and quality.

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Entry Title: Wild Turkey Bottle Glorifiers

Entry Category: 7 - Liquor Retailers

Entry Division: Permanent

Entrant Company Name: Sumo Visual Group

Campari wanted to position their Wild Turkey brand as the premium bourbon supplier of choice, whilst still portraying the brand as genuine and unpretentious. Campari's aim was to visually set themselves apart from competitors, making their brand and bottle the hero behind bars and in venues, whilst portraying the premium, genuine message and influencing the buyer at decision making. A bottle glorifier was created for displaying the Wild Turkey bottle in order to capture the attention of the consumer and communicate the brands key message that they will be getting authentic, finely crafted, premium bourbon.

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Entry Title: Bulmers Bar Barrel and Bottle Glorifier

Entry Category: 7 - Liquor Retailers

Entry Division: Permanent

Entrant Company Name: Sumo Visual Group

Bulmers Cider required a new on-bar display that would differentiate the product from other cider and beer brands, present the product in a clear and concise manner, and have a chilled product on the bar ready for consumption.The ice tank bar barrel needed to house a decent amount of bottles so staff would not have to continuously refill the tank. The purpose of housing bottles on the counter rather than behind the bar was to draw attention to the display whenever the barman accessed a bottle from the tank. It was also imperative that a bottle glorifier be designed to complement the ice tank bar barrel. The look, feel and finish of the bar barrel and bottle glorifier had to reflect tradition and heritage which are strong characteristics of Bulmers cider.

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