Duty-Free zones have come to symbolize places where the best global brands are sold.

Brands that aspire to reach premium status, especially in the strong spirits segment, must emphasize their strength through the quality and size of their expositions.

The display must be conspicuous, as well as fitting as many products as possible, giving the shopper more choice, and should be easy to merchandise.

"Category captain" is a concept which identifies a company that sets standards in its own product category. This applies to the level of new product solutions as well as the way they are displayed.

In the scope of supporting its novelty “darkmilk”, Milka introduced a highly modern POSM "in-store theatre" set, which consists of a topper, shelf liners, dividers, a floor sticker and is also backlighted.