Wine or alcoholic beverages have unique state by state legal requirements. Many alcohol (Wine, Spirits, Beer) companies with national distribution will promote a partner brand for the main reason of offering a consumer promotion, usually in the form of a cents off coupon in states that prohibit promotional savings on their own (alcohol) brand.

Learn more about how to develop tie-ins for alcohol products.

Some merchandising advice:

1. Answer the shopper with what's in it for them. Savings, New, Larger Size, something that's unique or different in the eyes of the consumer.
2. Is it on strategy?  Make sure you communicate the strategic priorities to your team or agency.
3. Shoppers have enough to think about. Stay focused on the message and don't overdo it.
4. Type sizes make a difference. Ask yourself if the type size will help consumers make a purchase decision.
5. Make an accurate decision by viewing your materials in full size. On-screen proofs are deceiving.

Even though 22% of consumers admit they are self-conscious when it comes to redeeming coupons at the grocery store, many are shrugging off the uncomfortable feeling to save money.

• 57% of those who admitted that clipping coupons was awkward now say they don't care as long as they save money.
• 26% of consumers under age 35 said the economic downturn has reduced their inhibitions about coupon usage.
• Nearly 23% who suffer financially have become less self-conscious about redeeming coupons.
• About 40% of people ages 35 to 54 said they used more coupons in the last six months, compared to 36% of consumers ages 55 to 64, and 25% of those ages 65 and older.

Source: ICOM Information & Communications, March 2009

In Trial at Supermarket, Cellphones Will Be the Medium for Discount Offers

Seeking to marry a ubiquitous device with a time-tested marketing technique in a sour economy, Unilever plans to begin a trial run Sunday of a new technology that lets consumers redeem digital coupons by having a supermarket cashier scan their cellphones.

The test, being conducted at a ShopRite store in Hillsborough, N.J., will include discount offers for some of the Anglo-Dutch packaged-goods company's most popular brands, including Breyers ice cream, Dove soap, Hellmann's mayonnaise and Lipton tea. Samplesaint, a Chicago mobile-technology firm, developed the system.

• Attract attention.
• Offer a substantial discount without misredemption problems.
• Reward non-users of coupons.

Disadvantages of Rebates

• Affected by rising postage costs.
• Reward loyal users.
• May be less appealing to consumers who want immediate gratification.

When planning a rebate, marketers should consider the following:

• Removable proof-of-purchase.
• Offer length.
• Complexity (complex offers can depress redemption).
• Exposure vehicles (in-store, in-pack, on-pack, etc.).
• Percent reward.
• Copy.
• Slippage (rebates sent to consumers, but never cashed).

Source: PMA

Bonus packs - bonus packs can preempt competitive events, increase consumption, prevent excessive competitive price discounting and encourage purchase in categories with low brand differentiation.

Advantages of Bonus Packs

• Reward or retain current users.
• Attract attention at point-of-purchase.
• Offer price reduction.
• Generate savings through potentially low and predictable costs.

Disadvantage of Bonus Packs

• May reduce sales volume.
• May have low appeal for non-users.
• Can extend production lead time.
• May generate retailer objections.

Source: PMA

Wine or alcoholic beverages have unique state by state legal requirements. Many alcohol (Wine, Spirits, Beer) companies with national distribution will promote a partner brand for the main reason of offering a consumer promotion, usually in the form of a cents off coupon in states that prohibit promotional savings on their own (alcohol) brand.

Marketing tactics come and go, but no matter what business you’re in, one thing remains a constant: Customers love coupons. Thanks to the increase in the number of Americans online (more than 70 percent of the population), consumers are embracing online coupons as a quick and easy alternative to spending an entire Sunday clipping them from the newspaper.

Large retail, chain stores are a necessary channel of manufactured, consumer goods. Having the widest selection and best prices, these stores offer consumers most every product desirable. A fundamental promotional tool in the marketing mix is to promote products with Free Standing Inserts (FSIs) which publicize new product features usually with cents off coupons.

Last Labor Day, there were three times the normal amount of FSI coupons in our local paper. With the decline of the newspaper industry, you would think that FSI's wouldn't be so prevalent. And yet, we see more demand than ever from consumers to use these types of promotional programs.