Mass market wine brand, Brown Brothers, is targeting the Australian liquor space with standout product displays.

Brown Brothers has been rolling out the standalone displays in 300 independent retailers since late February.

It has also been targeting the notoriously competitive shopper space of Woolworths’ Dan Murphy’s.

The laminated display features Brown Brothers’ new brand imagery and is designed to look like a wooden chair.

It holds three rows of wine bottles and includes vineyard grape leaves printed down the side.

Lee Brown, marketing and communications manager of Creative Instore Solutions (CIS), says point of sale is becoming increasingly important to the liquor space.

“The focus should be on iconic and innovative point of purchase displays,” said Brown to Inside Shopper.

“This last six feet is and always has been the key opportunity to turn the shopper into a purchaser.

“Yes, shoppers are tight on budget and are more empowered with easily accessible information.

“You can’t go wrong in making an investment instore, especially in an environment as competitive as the liquor space.”

The Brown Brothers instore marketing plan included national wine tastings and Facebook social media outreach.