Marketing solutions that raise glasses—and profits
Client: HEIDELBERG DISTRIBUTING COMPANY
Category: CREATIVE / PRINT / PROMO
For more than 80 years, family-owned and operated Heidelberg Distributing has marketed and delivered beer, wine, spirits and non-alcoholic beverages to retailers throughout Ohio. Shamrock has provided Heidelberg with promotional products, sales kits, giveaways and incentive programs for sales reps and has created point-of-sale displays.
Last summer, Heidelberg asked Shamrock to go big: They wanted a 36” x 36” retail display for Jose Cuervo single-serve pre-mixed margaritas. We designed and engineered an eye-catching, branded freestanding display, called a dump-bin, that maximized retail floorspace. Shamrock then produced and shipped more than 150 display units throughout Northeast Ohio for use in various retail environments.
With this Heidelberg success story, Proximo, owners of the Jose Cuervo ready to drink (RTD) brand, asked Shamrock to print, assemble and distribute over 1,500 of these dump-bin displays to retailers in eight states. In Virginia alone, 425 of the displays moved 500,000+ beverage units totaling over $1 million in sales.
Heidelberg also tapped Shamrock to design a retail display for the two busiest seasons of the year: the holidays and Super Bowl. Shamrock designed and produced a display that showcased a selection of full-size Jose Cuervo and 1800 pre-mixed margaritas. Working within a 36” x 36” footprint, Shamrock’s designers went up instead of out, creating a 7-ft. tall tower display with a topper that super-sized brand exposure. This POS structure enabled retailers to exceed the standard 35-case display: Shamrock’s display design nearly doubled product quantity, up to 63 cases. We also sourced and branded a cooler as part of the display. To stretch the budget, we designed and printed display graphics double-sided. One side was Super Bowl-themed, the other holiday. An intelligent side fastener allowed for a quick flip—and considerable cost savings.
Following the success of the displays, Shamrock created an ongoing seasonal program. For the seasonal program, we utilized digital printing options that allowed for smaller, quick-turn runs and flexibility on creative needs. This was crucial in the launch of several new products.
