SOURCE: Heineken USA

Heineken USA

July 02, 2013 09:00 ET

Introducing Independence Eve: Newcastle Brown Ale Invents Holiday to Celebrate "Last Day of British Rule," Encourage Beer Sales

On July 3rd, the No Bollocks British Beer Brings Back Something Americans Have Missed for More Than Two Centuries: Deference to the Queen

WHITE PLAINS, NY--(Marketwired - Jul 2, 2013) - The Fourth of July. It's a day when millions celebrate America's independence with fireworks, hot dogs and impromptu chants of "U.S.A." But decidedly British Newcastle Brown Ale believes the only way to truly appreciate this patriotic holiday is by giving people a taste of something they've been missing for the past 237 years: British rule. At least for a day.

For years, companies have been accused of manufacturing holidays to sell their products -- some with great success. Not to be outdone, Newcastle is introducing "Independence Eve," a light-hearted, completely made-up holiday on July 3 -- honoring all things British that Americans gave up when they signed the Declaration of Independence. The effort is the latest activation in the brand's popular No Bollocks marketing campaign, which offers a humorous and refreshing dose of honesty.

"Newcastle is a very British beer and needless to say, it doesn't sell that well on July 4th. So why not establish it as the beer you drink on July 3rd?" said Charles van Es, senior director of marketing for HEINEKEN USA portfolio brands. "Unlike the Redcoats in the 18th Century, we're picking our battles a little more wisely. By celebrating Independence Eve, we're taking liberties with America's liberty to create a new drinking occasion and ensuring freedom on July 4th tastes sweeter than ever."

To mark the launch of Independence Eve, Newcastle is rolling out the Revolutionary Koozie, which pays special tribute to the motherland on July 3, while acknowledging the historic transformation that is observed on July 4. Available at select bars across the country (where legal), it features the British flag on one side and the American stars and stripes on the other. Patrons can simply turn the Revolutionary Koozie 180 degrees at the stroke of midnight to go from honorary British subject to proud American with the twist of a fist.

In addition to activation at bars in key markets, Newcastle will take the Independence Eve party into the digital world, with a transformation of the brand's Facebook page and a series of daily GIFS that highlight the differences between British America and American America. Leading up to July 4th, each GIF will be featured on Newcastle's Facebook page, serving as simple instructional videos for how to truly experience the Revolution and celebrate Independence Eve.

"Like Cinco de Mayo or Thanksgiving Wednesday, Independence Eve is just another excuse to enjoy good times with good friends, but now with a new purpose," said van Es. "On July 3, we're lifting a Newcastle to our British heritage and the American freedom we all appreciate."

Fans 21 years of age or older can learn more about Independence Eve events and show their support for the new holiday by following at @Newcastle on Twitter or visiting

About Newcastle Brown Ale
A No Bollocks beer brand, Newcastle Brown Ale was first brewed in 1927 to satisfy 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.

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 Lager, the world's most international beer brand, Heineken Light, Amstel Light, Newcastle Brown Ale, and Strongbow cider. HEINEKEN USA also imports the Dos Equis portfolio, Tecate portfolio, Sol, Indio, Carta Blanca and Bohemia brands from Mexico.

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