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CHICAGO -- Retailers will get the chance to "party with the girl" when St. Pauli Girl launches its Oktoberfest promotion in stores this September and October. The brew's spokesmodel, Brittany Evans, will be the feature of this promotion, along with the brand's lager and Special Dark brands.
Retailers in select markets will be provided displays featuring Take-One booklets outlining Bratwurst recipes. Also available will be the Collapsible Party Table purchase offer. The table, exclusive from St. Pauli Girl, features built-in storage for snacks, eight drink holders and a soft cooler that chills 24 bottles of beer. The table can be purchased as a mail-in offer through the booklets.
Retailers, too, will have access to a new display called the Bier Garden Display Enhancer, which features a Bier Garden Arch that the brewer says will increase draw and impulse purchases. The arch detaches and can be used as a ceiling dangler as well.
"We strongly encourage St. Pauli Girl retailers to leverage Oktoberfest since it offers a natural motivation for consumers to trade up to high-quality, imported German beer, which increases sales and profits," said Fred Graefenhain, St. Pauli Girl's vice president of marketing.
St. Pauli Girl Dark has been on an 8.9 percent increase trend over the total imported dark beer category, according to the Information Resources Inc. St. Pauli Girl beers are brewed in Bremen, Germany and imported by Barton Beers Ltd.