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The prestigious European competition POPAI Awards Paris knows its winners. The winning projects, selected by an expert jury, were announced on September 15th in Paris.

The distillery “Palírna U Zeleného stromu” shows a distilling house and attracts to the taste of new Heffron rum

In recent weeks, the Dago communication agency has carried out several realizations for the products of the Czech liqueur distillery “Palírna U Zeleného stromu”. Customers can find displays from the category of alcoholic beverages in several retail chains – in selected Makro stores, in Kaufland or in the duty free zone at Prague’s Václav Havel Airport. Realized shop-in-shops differ from each other not only by their location, but also by their design, which shows what materials Dago is actively working with.

Stará myslivecká

This exhibition display was designed especially for the store at Prague Airport so that it resembles a distillation column from a distance. Its basis is a metal construction, which is complemented by a laminate board with sheet metal shelves with a surface brass RAL finish. The tank itself, including its base, is made entirely of plastic sprayed in brass decor. “Last year, the typical Czech beverage “Stará žitná myslivecká” celebrated 500 years since its creation. That’s why we created a unique shop-in-shop reminiscent of a boiling house where alcohol was previously brewed. From there, it is bottled directly into the bottles located next to it,” explains Lucie Michajlov from the Dago agency and she adds: “All the materials we used to make this display meet the strict safety rules that must be followed to place a display at the airport.”


Another display was realized within the Heffron brand. “Dago can always come up with an original and unique solution for a new display. After expanding the Heffron brand’s assortment last year with two more rums and two rum elixirs, we wanted to adequately present them at the point of sale and allow consumers who liked the Heffron brand to taste its new variants as well,” says Michal Kučera, the Brand Manager from Palírna U Zeleného Stromu and he continues: “I am delighted that Dago has taken this task with enthusiasm. The resulting displays speak for themselves. Thanks to them, people also found their way to the new products by Heffron and started buying them repeatedly, which was our main goal.”

Display for Makro

Shop-in-shop with the size of one europallet offers the possibility of exhibiting a complete range of Heffron rum. A combination of plastic and co-plastic components was used for its production, including a real grass carpet used on the back of the stand. The design is complemented by luminous frames with changeable graphics. “The display is clean, simple, but still very original and imaginative and meets the client’s requirements,” says Lucie Michajlov.  

 Another project for the introduction of new tastes of Heffron rum is the realization of a luminous end cap made specifically for the alcoholic beverages section for the Makro store in Ústí nad Labem. Each part of the shop-in-shop provides enough space for the presentation of new tastes of Heffron rum. The design is made of permanent materials such as PSH, co-plastic, Dibond, PMMA, and aluminium profiles and has a large back wall with eye-catching light elements that draw attention to the individual tastes of the rum.

The last project to communicate new products of the Heffron brand was a two-pallet display customers could see in selected Kaufland stores. The shop-in-shop is made of solid cardboard with honeycomb and equipped with real elements that evoke the individual tastes of the rums. These were, for example, coconuts or jute bags with coffee beans.

Your Dago team


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