The focus for Constellation Brands during the holiday season is to increase brand awareness and sales for its VQA, Imports and Proprietary brands in the private retail channel in the West. Developed festive POS headers for 2011, designed with a more classic approach using metallic inks and varnishes to give the printed pieces a holiday sparkle and stand out in-store. In 2012, created strong holiday themed POS using graphic 2D ornaments as festive cues representing each brand, a contemporary non-typical festive colour pallet with a recongnizable holiday song as the main theme headline.