NONALCOHOLIC TIE-INS SAID TO RAISE SPIRITS

RICHARD TURCSIK

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.

"Joint promotions also stimulate greater impulse purchases, which, of course, benefit the retailer," she said.

A division of London-based Grand Metropolitan, Heublein markets Smirnoff vodka, Jose Cuervo tequila, Christian Brothers brandy, Black Velvet Canadian whiskey and other brands. It also has developed a line of TGI Friday's ready-to-drink products.

Gerwin recently spoke here at the 1996 Tie-In Promotions Forum that was sponsored by the Strategic Research Institute here.

"For us, complementary use is very important. We'll tie in with a product that mixes well with alcohol, such as fruit juices," Gerwin said.

"Only 10% of consumers shop the alcoholic beverage section, and in many cases when we promote with a nonalcoholic product, we are able to move into the main section of the store for greater sales," she said.

The most successful displays often include retailer involvement, Gerwin said. For example, a cross-merchandising display with Royal Oak charcoal centered on a summer cookout concept.

"Sometimes the store builds a Webber grill into the display with a complete line of condiments for a totally integrated theme," Gerwin said.