NEW YORK -- Although it must operate under a myriad of laws and legal restrictions and a flat sales environment, Heublein Inc. is building sales of its liquor products by teaming with brand marketers of complementary nonalcoholic products. The key to the program is point-of-purchase display. "In our business, display is really what sells product," said Arlene Gerwin, director of new products and ventures at Heublein. "With two brands you also help to build sales of both in a synergistic ...
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