It can take years to make a product, but mere seconds to fail at selling it. The fact that the final moments matter most is an unfortunate truth to an often romanticised timeline. Same goes for the importance of place. When they are at raw material stage, Whisky, Tequila, Brandy are measured in acres of grain, agave and grape. Hectares even. But it’s often in the final two metres that it either all comes together or fails to convert – and that’s got nothing to do with terroir.
In fact, the moment of purchase is where brands can make the biggest impact on their chances of success. The reason is simple. For spirits, most purchase decisions around which brand to buy are not premeditated – they are made in-store.
Consumers may know the category they are looking for, have a price point in mind, but survey after survey all state the same thing; Which brand to pick from any given shelf is a fluid decision.
This means that Point-of-sale (POS) activations aren’t just marketing tactics, they are essential growth drivers.
Given this, it’s odd to see so many brands still treat POS materials as an afterthought. Worse still – many don’t engage with the topic at all. The result? They miss out on their potential to influence choice and drive sales.
This article covers how you can do better and create engaging moments with consumers and trade alike.
Why Point of Sale matters more than ever
It’s worth labouring the point about the importance of it all, as some do not want to believe the simple facts. Despite marketing campaigns, digital ads and advocacy campaigns that occur over months. Despite all that courting, grooming and influencing to prime a consumer. Irrespective of how “old school” an area this is considered to be too, point of sale materials (POSM) remain one of the most effective tools for converting consumer interest into purchase.
If you average out the various studies on this – it’s clear that more than half of spirits purchases (or more precisely – brand selection when making a purchase) are unplanned.
This means an in-store presence is important to reinforce brand recognition, as well as actively trigger memories, good will and position a USP that will influence the choice in that final moment. Same goes with the on-trade, where drinkers are swayed by bartender recommendations and what they see on the back bar.
Yet, many brands fail to leverage this effectively, flooding bars and retailers with generic, uninspired merch that adds little value.
The result is predictable. Clutter, not conversion. Branded coasters gather dust in storage, cumbersome displays that bartenders refuse to use, and wasted budget on materials that don’t resonate with either trade partners or consumers.
The brands that succeed are those who create POSM as a dynamic engagement tool rather than a box-ticking exercise. So how can this be done?
Strategies for engagement and conversion
1 – Understand if you can impact the decision (and to what extent)
The first step in any strategy must be to quantify the potential of POS and in-store activation. It will vary from location to location and key to getting it right is having an accurate understanding on the level of influence you can have, as this will dictate the budget that is worth putting behind it.
Depending on the type of outlet and price point – it can be over two thirds of purchase decisions that are being made in-store. Equally, there are some on-trade accounts where everything is ordered off menu and therefore no change in brand selection (as that’s pre-determined by the bar’s cocktail list).
You can drill down into more granular details too. Even within a retail group, some locations (and times of day) have shoppers who are more open to trying a new brands. Other’s less so. Map your route to market and segment it based on where you’ll get the best return on investment.
Then look to sample sessions, strategic shelf placement, and engaging endcap displays as your first port of call. Clear messaging and visibility will convert browsing into buying.
2 – The power of bartender recommendations
Consumers trust bartender recommendations when choosing a premium spirit. It follows, then, that brands who leverage bartender-led tastings and ambassador programs can increase their sales.
Equipping bars with the right tools (such as premium menu inserts, tasting kits, displays etc etc.) ensures their staff are more likely to be asked about your product. There are then many ways to do brand education and training in the on-trade to make sure they are equipped with the right answers to respond with!
Both elements are important in a fully formed strategy. Point of sale will make a difference to visibility in a consumer’s eyes, while trainings, in-person activations and relationships with brand ambassadors will all help with creating advocacy.
It doesn’t have to be that nuanced though. Sometimes both training and POS can be aimed at the bar team. Considered merch that specifically targets bartenders and that also conveys one or two key points can go a long way in re-enforcing USP’s. It also helps to maintain your brand front of their mind.
3 – Unlock the gifting market by tapping into emotion
Let’s go back to the Off-premise. Premium spirits purchases are often made as gifts, particularly during key holidays. In other times, the ‘treat myself’ purchase impulse is not that different in terms of the emotional drivers motivating choice around which brand to pick.
In other words – consumers make purchasing decisions not just on visibility but on emotional triggers. That can take the form of nostalgia, the excitement of a seasonal celebration, or the desire for exclusivity.
POSM should tap into these (often subconscious) motivations. For example, you can do so by incorporating tactility, seasonal themes, and premium design elements that evoke emotional engagement.
It’s the reason why people say that successful POS doesn’t just inform, it resonates. When done well, it reflects the individual’s desire back at them and acts as the prompt to connect with it.
It’s why customised packaging, personalised engraving, and for the brands that can commit to longer term in-store activations – such as well-branded gifting stations – can all boost premium spirit sales at key moments in the year.
When it comes to POSM, don’t just think about standing out. Think about will create a connection.
Consistency and clarity around narratives that convert
Continuing with this theme of connection, let’s delve into it further. The biggest mistake brands make is treating POSM purely as a visibility tool.
In reality, POSM are deployed at the intersection of where intent meets decision-making. When executed with creativity and consumer insight, POSM is about storytelling, education, and conversion.
The most effective brands ensure their messaging carries seamlessly from digital and out-of-home campaigns to the in-store experience. It should all feel the same, even if presented very differently.
If you are reading this and (hopefully) making notes – it’s worth pausing at this point and auditing how you are delivering this for your brand. Ask if it’s even possible to do that with what you have and the messages you are trying to put across. Can you simplify?
Often, the best way to maintain a consistent brand voice across every consumer touchpoint isn’t to work through what things look like at the end point. You need to assess the whole network simultaneously.
Don’t rush into point of sale design.
Map out your messaging, brand tone of voice, colour codes, serve and channel strategy – alongside your price positioning and competitor set – then go from there. How are you maintaining consistency across the entire chain?
It can seem extreme to review it all when you just need to create something to go on a bottle neck or when designing a shelf fin, some aisle talkers or a counter display. However, it’s the best way to guarantee a good outcome.
Namely, because when taking a step back, brands can find clarity. They find their hook. And it’s through a singular focus on driving that at the core of every interaction, digital or in-store, on bottle or via point of sale materials – that they get results.
On-Trade point of sale must have purpose. Otherwise it’s just clutter
Bartenders are swamped with collateral. Another branded spoon, another drip tray – these don’t add value. Any POSM sent into the trade should tie into the serve strategy, ongoing campaigns, and actively support the bartender in their role.
Without relevance, it becomes waste.
Tailored to the On-trade
A bartender’s recommendation is one of the strongest influences on a consumer’s choice of spirit. It pays to equip bartenders with the right tools to support those recommendations.
Rather than flooding venues with random branded glassware though, brands should focus on trade POSM that genuinely enhance bartender engagement.
Think of POSM as an opportunity to turn bartenders into on-the-spot marketers – providing them with assets they actually want to use. Things that help build up a category not just your brand, and materials that support storytelling. Help them be better at their job and they will be better at selling your brand. They are not your sales rep, they are there to serve their customers. So give them something they value, alongside a slice of how your brands fits into that.
A lot of the time they have to engage with your brand and the materials they get isn’t during the shift itself, it’s ahead or after it. Be selective with what you are giving, and realistic with the level of engagement that they are going to put into it. Nobody has the time to refer to your brand book during service. But they might on their commute into work before hand.
Most of all – recognise that bartenders are already inundated with POS collateral for use on shift. At the high end cocktail bars – they are also quite particular about what they use too. Yet another spoon, branded coaster, or drip tray isn’t going to change anything. It’s just more clutter.
It’s why every point of sale item must have a defined role in the bar’s workflow and tie directly into a serve strategy or ongoing campaign. If it doesn’t actively contribute reinforce a menu-listed drink, or help drive a brand message in a meaningful way, it’s just waste.
A note on glassware & the bigger picture…
If you are going to do bespoke glassware, make sure it’s designed for a hero serve that you are actively campaigning around. Ideally, ensure that it’s on menu already, or that it’s part of venue support agreed ahead of time.
Lastly, think beyond the end item. Consider what you do about the experience of unboxing it, receiving it, and the packaging around that moment. Yes, you want to give a bartender something cool, that’s high quality and actually useful—but most of all, you want to create a connection between you and them.
Prioritise functionality (and suitability) over branding overload
The most effective point of sale materials aren’t those with the loudest branding but those that seamlessly integrate into the bar or retail environment. Smart brands design POSM that is both functional but doesn’t disrupt the flow of service or feel intrusive. It feels like it belongs.
Think about the suitability of your point of sale materials for the location you are sending them to. Many brands have different tiers for different types of accounts and that flexibility is key to their success and to maximising the return on investment.
For example, there are gin brands who have created point of sale around their hero serve the Martini. At it’s most basic, it’s a book about the cocktail and their association with it. A step up is a gift pack that includes the book, alongside a jigger, spoon and mixing glass. Another step is a bar trolley so that the bartender can create the “Martini Moment” as a ritual at the customer table.
While the cost implication goes up, the level of branding actually goes down as it goes from being something just for the bartender, to needing to be functional during service, and then needing to fit in with an aesthetic front of house.
The same is true for off-trade. Endcaps can work in some stores, just as added value gift packs can be a good driver at certain times of year. But in some channels, and for some retailers, neither of these things will help. For example there are digital retailers where advertising banners will convert far more than added value ‘bolt-ons’. POS isn’t always the answer.
Pick a lane and a message. Avoid information overload
Cognitive overload is a real issue at the point of sale. Too much messaging, excessive branding, or cluttered displays can be overwhelming rather than engaging.
Get to the point.
The most effective point of sale materials leverage design (and messaging) psychology. They harness asymmetry, perceived motion, and multi-sensory elements to guide the consumer’s eye naturally to the key message. It’s clever, complicated design work. But it creates a clear, simple outcomes.
The same is true to slogans and calls to action. Rather than cramming POS materials with technical jargon, successful brands distill their messaging down to a few key points: What is this product? Why does it matter?
Alternatively, just answer the simple question – why buy this now?
From awareness to advocacy
We’ll conclude this article by reminding you of the two areas that good point of sale can help with, and a reminder that they are different objectives. One is short term sales boosts, the other is long term brand building.
They are not mutually exclusive by any means, but they are different and success is measured in slightly different ways.
Immediate conversion: Influencing the purchase decision
The most successful spirits brands don’t just aim for visibility at the point of sale, they aim for influence. When it comes to targeted sales-lead POS, success is not just about being seen but being chosen.
So if conversion is the target – POSM should be designed to trigger immediate consumer action. That can be done through compelling messaging and strong call-to-action elements. Equally, it could be delivered via visual hierarchy that draws attention to key purchase drivers.
Equally, look towards limited-time promotions, exclusive in-store experiences, or interactive displays to push hesitant consumers toward making a decision on the spot.
Long-term brand loyalty: Creating lasting connections
Beyond the immediate transaction however, it’s possible to include POS into long term advocacy and brand building strategy. They can play a role in fostering long-term consumer loyalty, shaping brand perception, and strengthening trade relationships.
The initial investment to create kind of strategic POSM may seem costly, given the longer, more ephemeral nature of the connection being built. However, the return on investment is still measurable and often worthwhile.
Advertising agencies have been exploring this area for decades. There are notable examples with Guinness, Stella and other beers, as there are with retailers like John Lewis. Doing your own research into the area and into the efficacy of long term brand messaging is time well spent for any drinks marketeer and brand builder, as the parallels between the advertising world and how to replicate the concepts via POS are clear to see.
Best of both worlds? Clarity is key
It’s true that a well-crafted point of sale strategy can achieve both short-term sales boosts and long-term brand loyalty at the same time.
Indeed, the strongest activations manage to influence an immediate decision while also leaving a lasting impression that fosters repeat purchases. However, in many cases, clarity of objective is key.
Trying to do too much with a single execution can dilute its effectiveness. Because of that, brands that take a focused approach, aligning each activation with a specific goal, tend to see better results.
So to recap – If the objective is immediate conversion, the emphasis should be on eye-catching displays, urgency-driven messaging, and compelling call-to-actions. If the goal is long-term brand building, then the focus should shift towards storytelling, experience-driven engagements, and tools that reinforce advocacy over time.
How are you influencing at the point of sale?
Successful brands all have well considered point of sale materials. They use them to convert, educate and engage trade and consumers alike. Getting it right and having effective POS is a tried and tested way to increase your rate of sale.
Whether through meaningful bartender focussed materials (and merch), engaging displays, or premium gifting solutions, brands that invest in modern and holistic POS strategies consistently outperform those that rely on outdated POS tactics, or none at all.
Over to you to create and deploy yours!
