BOSTON -- This year Samuel Adams here has enlisted a partner to help promote its OctoberFest beer.
The limited-edition beer, available from mid-August through October, is being tied to Sunkist California pistachio nuts. Together they are being merchandised in the beverage aisle, the lobby and the produce aisle.
"We wanted to generate more excitement and get out of the beverage aisle with the display," explained Julie Cohn, sales promotion coordinator for Boston Beer. "The co-branded displays give us three opportunities this year, where before we had two."
The OctoberFest display is in the shape of a tent, and it pictures two beer steins being toasted. The beer and bags of pistachio nuts are also shown. The display actually sits atop a large stack of beer cases. Next to the beer is a merchandising unit that holds 25 one-pound bags of pistachio nuts.
Also on the display is a tear pad with forms for customers to enter the Octoberfest sweepstakes. The grand prize is a trip for two to Munich to celebrate the famous German festival next year. Sunkist is offering customers a $2 mail-in rebate with each bag of nuts; they receive $1 refund and two 50-cent-off coupons for future purchases of pistachios.
The promotion, which finishes at the end of next month, is being run at a number of retailers, including Dominick's Supermarkets, Jewel-Osco, Cub Foods, H.E. Butt Grocery Co.,
Sam's Club, Food Lion, Kroger Co.'s Atlanta division, Publix Super Markets, Giant Eagle, Ralphs Grocery Co., Vons Cos., Lucky Stores, Alberston's, Gelson's Markets, ShopRite Supermarkets, Grand Union Co., Pathmark Stores, Tops Friendly Markets and Wegmans Food Markets.