Take note 'bolockbuster'.

(From Off Licence News)

A s an independent retailer, one develops a slightly "make do and mend" approach to retailing. If the paint work needs touching up, or more shelves need to be built in the store room, calling in outside experts isn' an option . Usually financial necessity dictates that you have to get on and do it yourself in a quiet moment (although if ever there was a shop that desperately needed the tender touch of a professional lick of paint, it's this one). The same goes for making point-of-sale information: we have templates for bottle collars that we print on brightly coloured paper (sadly, card is too much of a luxury). It's a point that I've raised before, but most POS is the wrong size and shape. In an off-licence, where wall space is at a premium (well, it's all shelves in here) it needs to go on a bottle collar or a shelf-edge ticket. If, as a producer, you feel that the amount of purple prose you need to describe your heavenly elixir (no doubt "lovingly crafted" from an infusion of hummingbirds' tears and the bum fluff of a whole host of cherubim and seraphim) won' fit on a small piece of card, well, tough. Use fewer words.

Actually, using fewer words isn' always an option. We recently started stocking a Brachetto d'Acqui, a light, sparkling Italian red wine, tasting of rose petals and soft red fruits. The neck collar on this is so long that it obscures the bottle it's hung on, but I know that Brachetto is a hot tip for the summer, and I need the space to convince everyone else of that. It's unorthodox, eye-catching, and of course it flies in the face of everything I said above, but again, that's the joy of being ...