RICCI AT RETAIL Liquid Refreshers 1 Some strong efforts from a variety of beverage brands 1 VitaminWater The first thing I noticed with this brilliant red metallic display is that Coca-Cola Co.'s Glaceau VitaminWater has departed from the typical vertical presentation of bottles to a gravity-fed, roll-rack design in a horizontal orientation. Since the bottle itself displays the brand name in a horizontal orientation, this makes perfect sense for an eye-catching, "different" view. Unfortunately, the Dreaded Retail Gnome, given two choices, opted for the wrong orientation and the brand name appears upside down. Extra points to the brand for a prominent recycle message on the side of the unit, 2 which is so well built that it could have several "lives" in different stores over the years. ... horizontal works. 2 S.Pellegrino This S.Pellegrino "Christmas Tree" from Sanpellegrino Group and Nestle Waters is a fine example of using your core product package and colors in a creative way to make an interesting and attractive display. By taking a powder-coated wire frame designed to cradle each green bottle with a red star on its label and carefully filling it (and keeping it restocked daily), this store moves away from the ordinary case stack presentation to a festive, delightful 106 y SHOPPER MARKETING MARCH 2015 ... wire frame.