Savvy retailers are nurturing their beer and wine sections with descriptive point-of-sale materials, massive displays and colorful advertisements. Where allowed by law, price-centered advertising of leading beer and wine brands will attract shoppers not only to the alcoholic beverage case, but also to the rest of the store, retailers told SN. "We treat beer as a catalyst to drive consumers into our stores, especially at our Tom Thumb stores in the Dallas market, because we have wet/dry ...

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