Bringing together the master of craft beer to reimagine Newcastle Brand Ale isn’t impossible, it is “Altogether Uncommon.” However, that is exactly what Heineken USA has done – playing matchmaker to Newcastle Brown Ale and Lagunitas Brewing Company in order to modernize the iconic brown ale for release in March 2019.
“Working together with our friends at Lagunitas Brewing Company, we’ve created an uncommonly balanced brown ale, brewed through a unique blend of pale and roasted malts,” said Amy Tay, Brand Director for Newcastle Brown Ale. “The result is a smooth, crisp, slightly roasty beer, complete with a delicious hoppy twist that’s not too bitter, not too sweet, and Altogether Uncommon.”
As part of the launch, Newcastle Brown Ale will turn its fans into VIPs, selecting random Facebook followers and gifting them with exclusive swag, encouraging them to taste the new beer, and share the word with their friends.
The brand will also invest in additional sampling opportunities at local events and festivals in select cities from April to September, putting the beer into the drinkers’ hands to experience the new taste.
Tay added, “Whether you’re a super fan of Newcastle Brown Ale, or just an enthusiast of great craft beer, you’re going to love cracking open a bottle of the new brew and enjoying a silky-smooth flavorful experience.”
About HEINEKEN USA
HEINEKEN USA Inc., the nation’s leading high-end beer importer, is a subsidiary of HEINEKEN International NV, the world’s most international brewer. Key brands imported into the U.S. are Heineken®– the world’s most international beer brand, Dos Equis and Tecate. HEINEKEN USA also imports Strongbow Hard Apple Ciders. Amstel Light, Red Stripe, Tiger Beer and the new, locally brewed Newcastle Brown Ale, brewed with love from our friends at the Lagunitas Brewing Company. For news and updates, follow us on Twitter @HeinekenUSACorp, or visit HEINEKENUSA.com.