[Photo: a shelf talker on a store shelf]
No. 006
Print · 2025 to 2026
Manuscrito Tequila
Manuscrito in-store
Shelf talkers, sell sheets, tasting sheets and the where-to-buy map that help a bottle sell once it reaches the store.
What it needed to do
Manuscrito was started by three friends from Brookfield, Wisconsin, the town next to Elm Grove. Their tequila is additive-free, made at El Sabino (NOM 1643) in Jesús María, in the highlands of Jalisco, and sold in stores and bars across Wisconsin.
Once a bottle is in a store, it has to explain itself. A buyer needs the facts before they’ll stock it, and a shopper needs something on the shelf that says what’s in the bottle.
What I made
- Shelf talkers. I design all of Manuscrito’s shelf talkers. [What they say, the sizes, and how many there are.]
- Sell sheets and tasting sheets for the labels I designed. The Chapter Two sell sheet shows the idea: the bottle, the tasting notes, the production notes and the codes a buyer needs, on one page. [The tasting sheets: who they’re for and where they get used.]
- The where-to-buy map, in 2025, so people can find a bottle near them. It lists stores and bars in 44 Wisconsin towns, including O’Donoughues here in Elm Grove and 13 Sendik’s stores. [Where the map lives: the website, in print, or both.]
On press
[Printer, stock and sizes for the shelf talkers, and anything I learned from seeing them in stores.]
Where the work lives
This list comes from the where-to-buy map I designed in 2025. Stores change, so check with Manuscrito for the current list.
Milwaukee area
Brookfield: Bougey’s Bar & Grill, Westbrook Beverage Center. Delafield: Waterford Wine & Spirits. Elm Grove: O’Donoughues. Germantown: Relish Supper Club. Greendale: The Eleanor Room. Hales Corners: Consumer Liquor. Hartland: The Inn. Menomonee Falls: Wanaki Golf Course. Milwaukee: Avenue Wine & Liquor, Cafe Corazon, Copper Turtle Brewery, Groppi’s Food Market, Harbor House, Rare Steakhouse, Waterford Wine Co. Wauwatosa: Ray’s. Oconomowoc: 120 On Wisconsin, The Club at Lac La Belle, Stone Bank Farm Market. Pewaukee: Brews Wine & Spirits. Sendik’s: thirteen stores, Elm Grove included.
Madison area
De Forest: Alpine Liquors. Sun Prairie: Woodmans. Madison: Barriques, Brennan’s Cellars, City View Liquor, Green Room, Public House, Lolas Hi/Lo Lounge, Maduro, Steve’s Liquor. Fitchburg: Waterford Wine & Spirits. Monona: Muskellounge Sporting Club. McFarland: Highway 51 Liquor. Oregon: J.L. Richards. Waunakee: Michael Pare.
Southern Wisconsin
Baraboo: Barabrew Liquor. Elkhart Lake: Vintage Elkhart Lake. Fontana: Gordy’s Boathouse. Grafton: Sendik’s. Janesville: Hy-Vee. Lake Geneva: Lake Geneva Country Meats. Poynette: The Pharmacy. Princeton: Knickerbocker Landing. Richland Center: Richland Locker Co. Sheboygan: Trattoria Stefano, Il Ritrovo. Watertown: Watertown Wine & Liquor.
Northern Wisconsin
Boulder Junction: Lakewood Market. De Pere: Wine Cellar II. Green Bay: Village Liquor & Wine, Waterford Wine & Spirits. Mercer: Snow’s Family Market. Minocqua: Minocqua Country Club. Reedsburg: Viking Village Liquor. Stevens Point: Hwy 10 Liquor & Smoke, Sister’s Corner Store, Stevens Point Country Club. Wausau: Downtown Grocery, The Garage.