There are few corners of retail real estate as frightening as the liquor aisles for brands looking to get noticed.
Row upon row of bottles crowd aisles that seem to get longer the farther you go. You can spend a fortune on your marketing and still end up covered in cobwebs in a dark corner.
Pity the customers who enter this labyrinth just looking for a simple pairing for the evening meal or an interesting gift for the party host. You’ve got only seconds to capture their attention before they ghost you.
Is a great looking bottle enough to lure them into your shelf space? Or at least get them lurching in your direction? There are hundreds of eye-catching bottles lined up like tombstones. How can you be sure they will stumble over yours?
It may seem obvious, but it is scary how many brands fail to create a comprehensive retail strategy with packaging, display and merchandising solutions that give shoppers a reason to stop in their tracks.
A well-designed custom liquor display demands attention with visual appeal and merchandising that goes beyond presentation to create a brand experience.
At TPH Global Solutions®, we’ve spent decades helping brands generate growth and sell-through with custom retail displays and packaging that retailers love and customers can’t help but notice.
Different Spirits. Different Stories.
There isn’t one formula for a successful liquor or spirits retail display.
A premium tequila brand may want to communicate craftsmanship and heritage. A vodka brand with multiple flavors may need to make its product portfolio immediately recognizable. A bourbon brand may emphasize tradition and authenticity. A cocktail-focused brand may decide to sell the occasion surrounding the product.
Whatever your flavor, well-designed custom beverage displays communicate a message that can levitate it. The right display can transform a collection of bottles into a recognizable brand destination. How spooky is that?
When the Display Becomes an Experience
Whether it’s a celebration, a holiday, or a lifestyle, effective liquor and spirit merchandising is built around an experience as much as a recipe. Whether you’re selling craft whiskey or ready-made cocktails, your POP displays are the perfect opportunity to lean in to your brand story.
Displays that Do More than Look Great
It’s not enough to have a freestanding beverage display that looks great and tells your story, however. A liquor display has a big job to do on the sales floor. The design must be meticulously engineered to account for product size and weight as well as the way that shoppers will access it. It must meet strict retailer requirements for available footprint, replenishment, transportation and more.
TPH approaches retail display design with a diligent process that does not shortcut the logistical and operational demands. An effective beverage display must function like a retail fixture and move undamaged and on schedule across the supply chain, from production to the retail floor.
Aligning Display Format and Retail Objectives
Different retail environments and objectives can require different display solutions. The format should follow the objective, not the other way around. The question isn’t simply, What kind of custom liquor displays should we build? It’s, Where does the shopper encounter our product, and what do we need to accomplish in that moment?
Examples include:
- A freestanding floor display can create a dedicated branded footprint.
- A POP or POS display can create an additional point of interaction.
- An endcap display can put a product in a high-traffic location.
- A pallet display can support larger-volume retail programs and warehouse club environments.
- A specialty bottle display can make a premium product the visual focal point.
Packaging that Gets Your Product Noticed and a Display that Tells Its Story
Packaging and merchandising shouldn’t feel like separate experiences. The bottle establishes the brand identity. A great display amplifies it and turns it into an experience.
Color, typography, photography, materials and product orientation can carry the same visual language from the package into the retail environment.
When those elements work together, shoppers recognize the brand quickly and understand immediately what the display is communicating.
For beverage brands, consistency matters across liquor stores, grocery, warehouse clubs, mass retail and other sales channels.
The best retail displays are both an experience and a premonition of an experience to come.
Scare-Free Retail Success with a Partner Who Leaves Nothing to Chance
When you partner with TPH, you benefit from expertise and capabilities across the entire process, from custom retail point of purchase display and packaging solutions to project management, supply chain optimization, logistics and inventory management.
From concept to the retail floor, we help ensure that your program steers clear of the obstacles and positions your brand for repeat success.
Ready to create a beverage display that makes your competitors shriek? Give us a call.
