NEW YORK -- Supermarkets can boost their alcoholic beverage sales by cross-merchandising liquor products with nonalcoholic items in other areas of the store, where allowed by law, according to an official with a leading distiller. "Displaying two brands helps build sales of both in a synergistic way. When we partner with a complementary brand, we get larger displays and more in-store impact," said Arlene S. Gerwin, director of new products and ventures at Heublein Inc., Hartford, Conn. ...
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