5 Wonderworks employees walk into a Kentucky Liquor Barn… No, this isn’t the start of a bad joke!

As a UK-based through-the-line creative drinks agency working with clients at a global scale, when we found ourselves in Kentucky, USA, visiting Maker’s Mark & Jim Beam, it was the perfect opportunity to explore a true off-trade experience within US liquor stores and discover first-hand how successful brands are at communicating to their audiences.

In today’s crowded beverage market, the need to differentiate products and educate consumers is more critical than ever. Retail spaces are cluttered, and customers are expected to navigate a multitude of messaging, designs and offers.

So, how can brands effectively stand out here? We believe that an idea is only as strong as how it is brought to life, and that is especially true in off-trade activations. To help answer this question, we have pulled together some Golden Rules based on what we observed on the ground in various liquor stores across the US.

1. Scaling Success

When designing display solutions, careful consideration must be given to their scale and how they fit within the intended store environment. Speaking with staff in these retail environments, shone a light on how details such as dimensions and stock holding capacity play a critical role in determining display placement—or if it will even make it onto the shop floor at all.

One example we were shown was placed away from its intended category due to its difficult height and depth, therefore nullifying the storytelling effort designed to influence purchase decisions over competitors.

This underscores a key principle: display size and placement should align with the realities of the retail space to ensure maximum visibility and effectiveness. Without this alignment, even the most compelling brand narratives and design efforts can go unnoticed, costing valuable opportunities to connect with shoppers.

2. Less is more

In busy retail environments where shoppers decide where to look in seconds, clear and simple messaging, design tactics and drinks branding can help brands stand out by visually bringing the brand's tone, occasion, or segmentation to life.

Enhancers like pole toppers are meant to grab attention and highlight key product benefits, but overly complex designs can overwhelm shoppers and go unnoticed. By focusing on simplicity and highlighting one clear message or visual, enhancers become more impactful, effectively capturing attention and creating a stronger shopper connection.

These three pictures here were shot in three different stores, showing a great amount of variety and creativity while maintaining the same impactful approach.​ A great example of how consistency really helps spotting​ a brand above others.

3. Preserving luxury

Details matter, especially when it comes to creating impactful POS materials in the drinks industry. We found ourselves wondering why carefully designed POS assets weren’t given pride of place on the shop floor or failed to deliver the intended effect.

A critical reason is often a lack of consideration for how the POS will be merchandised and viewed from all angles in a retail setting. The solution is as simple as considering the design on the reverse side of merchandising – take case cards or free-standing units. Doing so ensures the design looks polished and intentional from any viewpoint, and will guarantee a better spot in store.

Another great example was that many of the case stacks and various units on the shop floor had handwritten, stick-on labels made by the retailer, which massively undermined the intended design effort.

Our suggestion? Brands could take it a step further by creating merchandising guidelines that include elegant, on-brand price point solutions, ensuring the brand is always presented in a premium, cohesive way.

4. Educational spaces

While traditional POS materials play a role in off-trade, they often fall short in delivering the depth of information required to influence purchase decisions – most of the time we only have consumer attention for a few seconds in this environment.

This is where unique retail features, such as in-store bars or teaching rooms found in larger accounts like Liquor Barn, offer untapped opportunities for deeper brand engagement.

These off-premise spaces are frequently overlooked in brand activation strategies but hold significant potential for creating memorable consumer experiences. By incorporating educational

components into activations, drinks brands can use these spaces to host exclusive tasting events or product workshops led by brand ambassadors. Capitalising on these opportunities allows brands to stand out in competitive categories, showcase product quality and establish lasting consumer relationships, making education a powerful tool in the modern retail landscape.

As creative experts in drinks, we’re always excited to help our clients uncover their wonder and connect with their audiences. If this post has inspired you to develop an engaging off-trade strategy for your brand, please don’t hesitate to reach out. We’d love to help.