New York, NY — Newcastle Brown Ale is campaigning to reach out to the drinkers of light beer. A common misconception about this brown ale is that it is heavy and bitter, but Newcastle is looking to change that perception. Newcastle Brown Ale is the No. 1 imported ale and the No. 1 brown ale, according to Nielsen Expanded All Outlets Combined + Convenience data for the latest 52 weeks ending May 23, 2015.
The new campaign includes a video which informs those hesitant to try this brown ale that it is better tasting and smoother than they thought. To encourage consumers to try this refreshing ale, Newcastle is offering coupons and rebates and even a contest to win a trip to London.
The video, titled “Misconceptions,” debuted June 22, at NewcastleBrown.com. It features several new-to-Newcastle beer drinkers learning that everything they thought about the beer was dead wrong— specifically, that its flavor was anything less than wonderfully pleasant and smooth.
The brewer aims to dispel a surprisingly common misconception, reminding beer drinkers that despite its rich, dark color, Newcastle Brown Ale is by no means heavy or bitter. In recognizing the error of their ways, the Newcastle drinkers in the video are intentionally, humorously over the top in conveying one very simple message: Newcastle is better than you thought.
“We’ve found that because of Newcastle’s full, brown color, people sometimes think that it’s a heavy beer,” said Priscilla Flores Dohnert, brand director for Newcastle Brown Ale. “But they couldn’t be more wrong! Yes, it is full-bodied, but it’s also very smooth and refreshing. We made a video that helps bring that to life in a completely unsubtle, fun, Newcastle sort of way.”
The Newcastle summer program will be supported with instant redeemable coupons and mail-in rebates (where legal) that encourage fans to swap out their traditional summer-party beers for Newcastle’s classic Brown Ale. Find those and more on the “Savings” page at NewcastleBrown.com.
A No Bollocks beer brand, Newcastle Brown Ale was first brewed in 1927 to satisfy the thirst of hardworking Englishmen. Colonel Jim Porter crafted the ale with its own distinct golden brown color, lightly hopped taste and character that quickly became a local favorite. Best served cold, Newcastle Brown Ale has since become a world favorite as a dark beer that’s easy to drink. Newcastle Brown Ale is imported by the nation’s premier beer importer, HEINEKEN USA, headquartered in White Plains, New York.
About HEINEKEN USA
HEINEKEN USA Inc., the nation’s leading upscale beer importer, is a subsidiary of Heineken International BV, the world’s most international brewer. European brands imported into the U.S. include Heineken, the world’s most international beer brand, Strongbow Hard Apple Ciders, Desperados, Amstel Light, and Newcastle Brown Ale. HEINEKEN USA also imports the Dos Equis Franchise, Tecate Franchise, Sol, Indio, Carta Blanca and Bohemia brands from Mexico. For the latest information on our company and brands, follow us on Twitter @HeinekenUSACorp, or visit HEINEKENUSA.com