Newcastle Extends ‘No Bollocks’ Campaign Into Fall

NEW YORK – Newcastle Brown Ale, the leading imported ale in the U.S., is extending its popular “No Bollocks” campaign into the fall with its straight-talking and engaging “No Bollocks” retail program. Built on the promise of delivering a dose of refreshing honesty, the “No Bollocks” program cuts through the retail clutter, bringing Newcastle to life through special offers and no-nonsense support materials.

“Newcastle’s ‘No Bollocks’ campaign is based on the premise of honesty,” said Brett Steen, Brand Manager for Newcastle, HEINEKEN USA. “Our consumers (LDA+) know when they are being marketed to. ‘No Bollocks’ breaks through that marketing clutter with communication that gives it to them straight, just like the people of Newcastle, England — Geordies — who don’t take themselves too seriously, love a good joke, and most importantly, tell it like it is. Now we are taking this same message to our consumers where they shop through this fall’s straightforward ‘No Bollocks’ retail program.”

Beginning in September, cleverly-designed straight-talking POS including price cards, tuck cards, cooler decals, shelf wobblers, base wraps and pole toppers, will generate interest and drive sales of Newcastle Brown Ale on display and in the cooler. Compelling cross-merchandising IRC and MIR offers on select grocery and c-store items (where legal) will drive out-of section display and increase basket rings at retail. Equally compelling no-nonsense POS elements, including posters, tap handles, banners, neons, coasters, table tents and t-shirts (where legal), will be available drive interest and sales of Newcastle in on-premise accounts.

Steen concluded: “Our ‘No Bollocks’ program elements will keep Newcastle Brown Ale top-of-mind through simple, candid messages that resonate with shoppers and offer exactly what they want from their favorite brands – a refreshing dose of honesty.”

About HEINEKEN USA:

HEINEKEN USA Inc., the nation’s premier beer importer, is a subsidiary of Heineken International BV, which is the world’s most international brewer. European brands imported into the U.S. include Heineken Lager, the world’s most international beer brand; Heineken Light; Amstel Light, a leading imported light beer brand; Newcastle Brown Ale, the leading imported ale in the United States; and Buckler non-alcoholic brew. HEINEKEN USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Indio, Carta Blanca and Bohemia brands from Mexico. For a safe ride home, download the HEINEKEN USA -sponsored Taxi MagicÔäó application from your smartphone at taximagic.heineken.com. Please visit www.EnjoyHeinekenResponsibly.com.

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