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Five Points Trading Company Scores Major ‘Take an International Flight’ Endcap Program


HEINEKEN USA (HUSA) and Five Points Trading Company (FPTC) National Account teams joined forces to score a big win with one of the country’s largest independent retailers of wine, beer & spirits. Lead by David Lauver, National Sales Manager, Corporate Sales, HUSA, Mike Lazzaro, Sr. Manager National Accounts, FPTC and Robert Hamilton, Customer Marketing Manager, Liquor Drug and Military, the team has secured a coveted ‘Take an International Flight’ endcap in 172 stores in 21 states for the month of April.

The FPTC endcap featured many of the world’s most authentic recipes, including Asia’s Tiger, Jamaica’s Red Stripe, Italy’s Birra Moretti, Ireland’s Murphy’s Stout, Belgium’s Affligem Blonde Ale and Newcastle Brown Ale. The assortment was selected to help drive store traffic and excite shoppers with the opportunity to expand their beer repertoire. Header cards invited store shoppers to “Take an International Flight” by discovering FPTC’s variety of premium global brands with styles ranging from lager and blonde ale to brown ale, double bock and stout. Shelf strips educated shoppers on the individual brands while creating an overall message of quality, craftsmanship, taste and style. In addition, messaging directed shoppers to the everyday location of the FPTC brands in the store.

“Today’s beer consumers are driven by exploration and discovery,” said David Lauver. “And, they are interested in more than just taste. They want to learn about the intricacies of the beers they explore – the brewing process, ingredients, tastes and styles. Our ‘Take an International Flight’ endcap program provided these consumers with a one-stop location to discover and learn about our amazing range of premium global brands.”

Lauver added, “This is the first time we have executed a program like this with the FPTC brands. We plan to use the success of this model to drive programming with other key customers going forward.”


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