A River Runs through a Point of Sale Display

Tennyson Lacasio’s last point of sale, in-store display masterpiece featured here used flowing “beer” (actually ink-stained water) to draw additional attention and sell more Guinness. Lacasio, graphic designer for Colonial Wholesale Beverage in North Dartmouth, Mass., recently created another water feature. While the concept was different this time around, the outcome was similar; namely, more beer sales.

“This store is one of our other top accounts and after seeing the YouTube video they were interested in doing something unique in their store as well,” explains Lacasio. “We basically had the same amount of square footage with six palettes of beer stacked together. We went over a number of designs with them and the castle theme we settled on seemed like a lot of fun.”

The previous display was built to sell Guinness Black Lager; this most recent castle display was built to house Diageo brands Guinness Draught, Guinness Stout, Guinness Black Lager, Harp and Smithwick’s. The big push on these Diageo brands coincides with St. Patrick’s Day and Lacasio reports that the display needs constant replenishment even though the big weekend before the big day has not yet arrived.

Once again, the display not only had to be eye-catching and thirst-inducing, it needed to be easy to shop. The display has scored on both points, drawing consumers ever closer with the final touch – a drawbridge over bubbling water that leads to the castle in the background.

Originally, Lacasio planned to place real fish inside the pool of water over which the drawbridge sits. However, the risk of floaters – fish that might up and die as fish are wont to in these situations – was too great. Therefore, Lacasio printed some fish, laminated with LexJet 3 Mil Gloss UV Premium Low Melt.

The big prints – the two knights which guard the front of the display and the castle – were printed on LexJet Extreme AquaVinyl w/ PSA applied to Coroplast. The drawbridge was printed on LexJet TOUGHcoat Water-Resistant Self Adhesive Polypropylene and laminated with 3 Mil Gloss UV Premium Low Melt. All of the graphics are double-sided, excepting the knights (it’s hard to find knight backside images) so that the effect continues on the other side of the display.