The Booze Cabinet
Sometimes the best place to put a message is at the bottom of a glass.
Answers and insights by: Edward Duniven, director of sales for S&S Creations, Culver City, Calif.
How to Use
Edward Duniven: When the economy kind of slowed down, a lot of people stopped going into the bottle-service areas and dropping a few hundred bucks every night. … The liquor companies actually saw growth in bottle sales in the retail division, so in order to bring more interest over there, we started doing end-packed shot glasses, end-packed coasters, end-packed shakers, things like that, that gave added value to their product. … The End-pack side of things has been very good for us, because the quantities are high, everyone knows the timing on it, I think it's really one of the better ways to get the brand out there and back into the home to build your brand.
On Working with Beer/Beverage Companies
ED: A lot of [the end-buyers] put [their promotional products] online for sale, because there's been so much interest in how to get some of the promotional stuff that's beer-related, and people follow their brands of course, so you've got a guy who drinks Miller or Bud or Corona or any of the brands, and they sort of do this collectable thing where you'll see them have hats or T-shirts or anything they can get their hands on. So a lot of the brands are building websites where the end-user now can go pick it up and buy it as, not so much a promotional product, but a way to get a collectable brand that he enjoys.