The Spirits Cold Room Display program provides spirits display space in high-traffic areas near the beer cold room to encourage cross-category shopping. There is an affinity between beer customers and spirits customers, and this program is aimed at encouraging beer customers to view Spirits as an appropriate and relevant beverage alcohol choice for a variety of occasions throughout the seasons.
This program is executed on an A-Frame fixture, adjacent to the Beer Cold Room or Beer Zone. This display will rotate on a seasonal basis. This display could be a single supplier or a multi-supplier opportunity.
This is an Excel Applied Promotional Program. Please apply by completing the Excel Application Form before the deadline.
Engagement:
• 118 stores total
• Refer to the Participating Store Lists linked below for stores and flighting information.
Assortment Requirement:
• 3-6 SKUs (including VAs, if applicable)
NOTE: Near Pack value-adds must be able to be merchandised on the top shelf of the A-Frame fixture. Due to spacing limitations supplier merchandisers will not be accommodated.
Pricing Information:
For FY26 Pricing, please refer to the FY26 Promotional Opportunities document posted on the Promotional Calendar Page.
For FY27 Pricing and product allocations, please refer to the most recent FY27 Promotional Opportunities document posted on the Promotional Calendar Page.