HEUBLEIN FINDS TIE-IN DISPLAYS POTENT

NEW YORK -- Although it must operate under a myriad of laws and legal restrictions and a flat sales environment, Heublein Inc. is building sales of its liquor products by teaming with brand marketers of complementary nonalcoholic products.The key to the program is point-of-purchase display. "In our business, display is really what sells product," said Arlene Gerwin, director of new products and ventures

NEW YORK -- Although it must operate under a myriad of laws and legal restrictions and a flat sales environment, Heublein Inc. is building sales of its liquor products by teaming with brand marketers of complementary nonalcoholic products.

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