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CASE STUDY

ABC Fine Wine & Spirits Case Study: In-Store Displays Across 125 Locations

Serving local Florida communities from over 125 locations, ABC Fine Wine & Spirits is Florida’s largest family-owned wine and spirits retailer.

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Background

ABC set out to raise the visibility of its private-label brands — The Sourced & Certified Collection — through both online and in-store campaigns. Sold exclusively at ABC in Florida, the collection is a curated assortment hand-picked by ABC’s experts, who travel globally to meet winemakers and distillers directly and bring back unique items at the best value. The collection keeps growing.

Because these private labels compete head-on with globally recognized brands, ABC needed to build awareness, consideration, and ultimately sales. Alongside giving the brands their own team, budget, and resources, ABC needed a partner who could elevate their in-store presence with innovative ideas and the agility to meet quick turnarounds.

The challenge

Challenge 1: the in-store experience

ABC manages the private labels’ digital campaigns — eCommerce, landing pages, content, email, social — but sought outside expertise on the in-store piece: displays. ABC needed a partner who could bring ideas that aligned with the budget, met tight specifications, and elevated the brand at the point of purchase.

Challenge 2: tight timelines

Sourced & Certified campaigns run on a 60-day cycle, meaning ABC frequently updates not just digital assets but every in-store asset across up to 125 locations. That requires a partner flexible enough to create and execute displays quickly and deliver the right materials to each store on time.

The solution

Integrated execution through Drummond’s Creative Services + Innovation Team

  • Drummond’s continued investment in its own capabilities meant ABC could use one vendor instead of three to five — from ideation of designs, to manufacturing the displays, to shipping and distribution across 125 retail locations.
  • Drummond’s in-house Creative Services + Innovation Team brings decades of experience and an expansive supplier network, so they knew what materials were available, what methods could be used, and how to maximize the effectiveness of in-store collateral while staying inside ABC’s budget.

Innovative in-store displays

  • Before anything went to production, Drummond produced detailed 3D renderings — detailed enough that the ABC team could digest the options and decide quickly.
  • Beyond the displays themselves, Drummond provided written and video assembly instructions so ABC store associates could put them up easily.

“Drummond is a true partner to ABC Fine Wine & Spirits. The expertise of their Creative Services and Innovation Team make it incredibly easy and simple for us — all we had to do is make the final decision. Their collaboration, professionalism, and desire to go above and beyond are unmatched.”
— Courtney K., Marketing Manager, ABC Fine Wine & Spirits

The results

  • More control, less risk. Easy-to-assemble displays delivered at scale meant ABC’s private-label branding stayed consistent across participating locations — a unified message to guests statewide.
  • More efficiency, less waste. Instead of managing three, four, or five vendors, ABC had one partner executing everything from design ideation to on-time delivery — eliminating wasted time, materials, and spend.
  • More simplicity, less complexity. By proactively managing every aspect of the project, Drummond let ABC stay out of the details and make faster decisions.

“Before Drummond, there was a lot of back and forth between our team and our vendors on top of a lot of heavy lifting. With Drummond, they’re in it with us from the first to the very last step. They take our ideas, requirements, and budget, then present us with signage design and display renderings wrapped in one. Their efforts save the ABC team a ton of time.”
— Courtney K., Marketing Manager, ABC Fine Wine & Spirits

From project to partner

What began as a single project became an ongoing engagement. Drummond is now the sole trusted partner elevating the in-store experience for ABC Fine Wine & Spirits’ Sourced & Certified Collection.

“When I present an idea and budget, the Drummond team quickly ideates signage concepts using innovative materials, and then they provide extremely detailed 3D renderings of the entire display. A huge benefit is that they design displays that are easy for our store team members to execute and considerate of our budget. We’ve already executed three successful programs together and each one has helped generate a noticeable sales lift.”
— Courtney K., Marketing Manager, ABC Fine Wine & Spirits

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