Merchandising Matters
How strategic beer displays drive retail success
In today’s crowded retail environment, simply stocking shelves isn’t enough. A well-executed beer display can be the deciding factor between a shopper walking past – or walking out with a cart full. Most customers enter a store knowing what they intend to buy, but in-store merchandising has the potential to influence those who are unsure of their purchase decisions, turning casual
shoppers into buyers. In other words, presentation has the power to turn browsing into buying.
The Power of Timing
Seasonality plays a huge role in display effectiveness. The holiday season and sports teams offer key opportunities for suppliers and retailers. Key investments around seasonal products and sports sponsorships help drive the opportunity to create displays that draw attention. Our merchandising team carefully strategize and align display themes with the interests of the consumer. Whether it’s a holiday-themed floor stacker or sports-related endcap, retailers can make their displays more relevant to shoppers’ habits, which in turn boosts sales.
Anatomy of an Effective Display
Great displays don’t just look good – they function seamlessly. Every display should have five main qualities; impactful, eye-catching, price-marked, thematic, and easy-to-shop. Cold box placement, colorful end-caps, and well-positioned floor stacks can all deliver impact. Layering in urgency through signage like “limited-time offer” or “get it before it’s gone” further sparks impulse purchases. But space is increasingly tight. With RTDs and new SKUs flooding stores, merchandising teams need to innovate and find new, creative alternatives.
Cross-Promotions That Stick
Some of the most memorable displays connect beer and other malt-based beverages with complementary items. From branded coolers to grilling gear, cross-promotions create a one-stop shop for party planning. For high-volume retailers, collaborations extend beyond beverage alcohol, reinforcing shopper missions like stocking up or gift‑giving.
Tools & Tactics
Execution is a blend of strategy and agility. Our space management does an excellent job steering shoppers toward more profitable brands. Reps lean on POS materials, digital tools like QR codes for rebates or sweepstakes, and quick-build tactics in busy stores. Our reps manage their own routes, allowing them to adjust their strategies for each store, leading to shoppers discovering new brands and products they might not have planned to buy.
Measuring Success
Sales increases show success, but even small incremental gains matter, as well. At Kramer Beverage, we also work closely with our supplier and retailer partners to track customer engagement with promotions and digital rebates, providing further measurable results and actionable insights.
Lessons & Takeaways
Not every display hits the mark, but adaptability is key. We encourage our merchandisers to work collaboratively with store owners to make informed decisions when faced with space or supply challenges. Ultimately, creativity and persistence ensure that displays remain fresh and effective, even in standardized retail formats.
Retail Theater
Retail Theater is all about creating displays that are both creative and engaging. These displays serve as a visual interruption for consumers as they shop. This interruption of the in-store experience is designed to draw the consumer to a specific display and thus allowing for an opportunity to deliver a memorable experience. As Tim Miller, Director of Sales, South, puts it, “When done well, Retail Theater tells a story and will capture the consumers’ attention, providing a unique selling opportunity.”
For both suppliers and retailers, effective merchandising is more than decoration – it drives sales velocity, brand engagement, and enhances shopper satisfaction. Success depends on balancing priorities, empowering teams, and keeping the needs and missions of shoppers at the forefront.
About Kramer Beverage
Kramer Beverage is South Jersey’s largest beer wholesaler and is owned and operated by the Kramer family – through four generations – since 1924. They are based out of Hammonton and serve an eight-county footprint in South Jersey with top brands from Molson Coors, Constellation, Yuengling, Boston Beer, Heineken USA, Pabst, Diageo, FIFCO, and others. Kramer Beverage also distributes wine, spirits, and a variety of craft beers from suppliers such as New Belgium and Sierra Nevada to local favorites, including Cape May Brewing, Flying Fish, MudHen, Double Nickel, Evil Genius, and Glasstown. For more information, please visit www.kramerbev.com.