GIANT FOOD EVENT HEATS BEVERAGE VOLUME

RICHARD TURCSIK

LANDOVER, Md. -- Giant Food here took the heat from the summer air, put it in the beverage aisle and called it Beverage Bonanza.

The promotion, which ran for one week last month, featured hot prices on over 30 beverage items, encompassing everything from bottled soda to fountain drinks and instant tea to frozen juice.

When SN visited several Giant stores in the Washington area, the promotion was in full swing, heavily merchandised in-store with displays, shelf tags, window signs and ceiling danglers. It also was advertised on local television. Officials at Giant declined to comment.

Among the items featured were 2-liter bottles of Coca-Cola products for 74 cents, which was less than half price. A 24-pack case of Pepsi, Diet Pepsi or Mountain Dew cans was $4.99 with a coupon. Fountain sodas were 25 cents off.

A variety of juices and drinks were on sale, such as Tropicana Twister, Gatorade and Kool-Aid Bursts. Shoppers also could choose from a variety of bottled waters, including a 2.5-gallon jug of Amelia Springs, which had "super deal" savings of $2 for a sale price of $2.48.

The promotion was also carried to other departments in the store. In the frozen food aisle, for instance, several 12-ounce cans of frozen juice were one-third off. Discounted beverages also were carried in the deli department and at the salad bar.