Display/fixture package introduces pod-based Drinkworks Home Bar cocktail appliance
DRINKWORKS HOME BAR BY KEURIG | Total Wine & More, Chesterfield, St. Louis
completed November 2018 | size 180 sf
photos Michael Logsdon, Alexander Wilson/Snapshot Interactive
Contributing Shop! member:
Bish Creative Display design, fixtures
When a joint venture between ABI and Keurig conceived of a single-serve pod-based cocktail maker (think of a Keurig coffee appliance but for alcoholic beverages), they sought a display and fixture suite that would be equally disruptive. Prior to the launch, a huge “Pouring Soon” teaser, with an oversized graphic of the appliance dispensing a brilliantly colored cosmopolitan into a cocktail glass, created anticipation in-store. Sampling teams encouraged shoppers to try out the product, which can mix, cool, carbonate, and serve more than 30 cocktails, beers, and ciders. (The teaser proved so successful that lines formed outside and all first-wave Drinkworks appliances sold out by noon on the first day.)
Once the Drinkworks Home Bar launched, interactive displays mimicked a home bar with faux marble countertops, miter-folded to shape, atop a cabinet of cherry woodgrain laminate-covered melamine. At Home Bar displays, Drinkworks hosted daily sampling events, inviting shoppers to try out the signature drinks. Because the product was completely new, significant space was devoted to educational and product information. Similar fixtures, with designs customized for different retailers, held boxed appliances on faux-marble shelves and featured a display Drinkworks appliance framed by cabinet-style lighting, video screens with looping video, and informational card. Some incorporated a white faux-tile backer of routed melamine, sprayed white and hit with a high-gloss finish. Others were designed to hold pods and accessories including carbonation tanks, water filters, and cleaning tablets.
Complicating the project, Drinkworks was not permitted, even within liquor stores, to promote alcohol products within the merchandiser, so shoppers had to be directed to another section of the store or online to purchase pods.