Whisky or Whiskey? - Regional origin dictates more than just how to write the name. It also is key for determining the characters of the whisk(e)y.

Whether from the USA, Canada, Ireland or Scotland: Beam Global Deutschland wanted all flavours to be combined in a unique display that reflected the purity of the spring water and the high-quality brand presentation of the premium spirits.

Urban men and women in focus

The WoW was placed in 30 selected top specialty stores, including Berlin's KaDeWe, which as the largest department store in continental Europe sees as many as 180,000 customers from around the world pass through – the very definition of a high-contact space. The CPM may well be significantly better through this single department store alone than by placing an ad in comparable public media.

The flowing, harmonious form of the white wooden design is supplemented through a WoW promotional counter to address a target market of luxury-consumption oriented customers (here primarily urban men 25 and above and women who like to give gifts) and that fits harmoniously into any store design.

The counters, designed to complement the display, serve as a consulting centre for a sommelier, who provides information and samples of new flavours to customers. Hence as with all good POS campaigns, the shopper is at the centre of the action.

The displays are individually filled based on the requirements of the market so that sales – thanks to the professional implementation by the STI Group – can get started punctually for the peak whisky seasons (autumn and winter).

Entirely in white

The permanent display for ten whisky types from four countries was implemented entirely in white by the POS experts of the STI Group.The 72 whisky bottles in all are accessible from all sides. The heroes were secured in a locking acrylic safe.

The integrated halogen spots provide outstanding illumination of the three levels from all sides. Acrylic separator bars are positioned to prevent the brands from slipping out of place or becoming intermixed.

The "World of Whisky" branding on the topper is slightly embossed, with plotted foil stickers on the four sides of the base providing an atmospheric representation of the regions of origin. Integrated rollers ensure a high degree of flexibility in the store.