For starters, it recently became the title sponsor of Drink Magazine TV, a new in-store marketing program featuring ad-supported TV monitors at liquor stores and wine emporiums.
Drink also is included now with all products mailed to customers of Beer Across America, a club for beer lovers, along with two other similar operations, Cigar Affair and International Wine Cellars.
In addition, Drink this fall created the Drink Retailer Network to distribute the magazine to 650 retailers that will be allowed to keep a portion of the proceeds from magazines sold, said Jeff Drew, publisher of the Mount Pleasant, S.C.-based magazine owned by Gulfstream Publications.
CLAIMS CIRC OF 100,000
Launched last year, Drink now claims a total circulation of 100,000, with 30,000 copies sold via newsstands.
"We're integrating the buying decision and bringing the advertising closer and closer to the point of sale with our overall program," Mr. Drew said.
A test of Drink Magazine TV began last month in 30 of Great Atlantic & Pacific Tea Co.'s Liquor Warehouse outlets in New Jersey and Connecticut; dozens more outlets will be added in 1998.
Created by ActMedia veteran Jeffrey Pipes Guice's new National Retail Liquor Network, the in-store TV program mixes commer-cials with interviews of chefs and spirits experts offering tips on purchasing beer, wine and liquor.
"Buying wine and liquor is intimidating to lots of people, so we've designed the programming to educate and entertain people while they're shopping," Mr. Guice said.
Drink Magazine TV's advertisers include Brown-Forman Worldwide Beverages, Seagram Chateau & Estate Wines, Coors Brewing Co., IDV/Paddington and Sebastiani Vineyards.
"We've found that customers are eager to learn more about the beer, wine and