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. “On average, 70% of all customers know what they are buying before they walk in the store,” says Steve Westley, Off-Premise Director of Sales at Origlio Beverage. “In-store merchandising can attract the undecided or further secure the decision by the consumer for instant purchases.” In other words, presentation has the power to turn browsing into buying.
The Power of Timing
Seasonality plays a huge role in display effectiveness. Holidays and sports seasons are prime moments for breweries and retailers alike. “There is big money spent on seasonal offerings by breweries along with sponsorship of major teams and events,” Westley explains. “All of this is necessary to showcase in a display setting to attract the buyer to something new or something tied to an event they feel close to.” Whether it’s a holiday floor stack or a football-themed endcap, aligning with consumer rituals increases relevance – and sales.
Anatomy of an Effective Display
Great displays don’t just look good – they function seamlessly. Westley believes every display should have five main qualities; they should be impactful, eye-catching, priced marked, thematic, and easy-to-shop. Cold box placement, colorful endcaps, 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, Westley notes that “the room to make displays is becoming more limited, so our merchandising team has to get more creative.”
Cross-Promotions That Stick
Some of the most memorable displays connect beer and other malt-based beverages with complementary items. From chips and brats to branded coolers and 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. Westley credits Origlio’s “excellent cooler set team” for steering shoppers toward more profitable brands and adjacencies. Reps lean on POS materials, digital tools like QR codes for rebates or sweepstakes, and quick-build tactics in busy stores. “Each rep is the manager of their own route,” Westley says. “They can be very creative dealing with specific accounts and areas, which could lead to adjusting brand standards.”
Measuring Success
Sales lift is the obvious metric, but Westley emphasizes incremental gains. A 12-pack stack by the register that encourages add-ons or tracking an “in-and-out” package against the standard pack size, are clear signs of impact. Consumer engagement – whether through promotions, QR-driven rebates, or sweepstakes – adds another layer of measurable success.
Lessons & Takeaways
Not every display hits the mark, but adaptability is key. Westley coaches his team to “adapt and make a good decision with the owner” when space or supply constraints arise. The bigger lesson? Creativity and persistence keep displays fresh, even in standardized chain formats.
Looking Ahead
The future of beer merchandising blends digital and physical touchpoints. “More modernization will come into play – we’re seeing this starting now with QR codes that deliver instant rebates directly to consumers’ Venmo accounts,” Westley says. Social media tie-ins and delivery platforms will continue to reshape how displays connect with consumers.
For suppliers and retailers, the message is clear: merchandising isn’t decoration – it’s a driver of velocity, brand engagement, and shopper satisfaction. As Westley puts it, “success comes from balancing priorities, empowering reps, and never losing sight of the shopper’s mission.”