SOURCE: Newcastle Brown Ale

Newcastle Brown Ale

June 22, 2015 11:38 ET

Newcastle Brown Ale's Latest Ad Reassures New Fans They're Not Idiots for Just Now Becoming Fans

Venerable Brewer Offers Chance to Win an Exclusive Trip to London as Part of Summer Celebration of This No. 1 Imported Ale and No. 1 Brown Ale*

WHITE PLAINS, NY--(Marketwired - Jun 22, 2015) - Newcastle Brown Ale, the No. 1 imported ale and the No. 1 brown ale*, is fighting a common misconception about its famous British beer in a video campaign that finds the brewer reassuring its new fans that they're not idiots.

The video, titled "Misconceptions," debuts today 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," says 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

Newcastle also is reviving its "Independence Eve" holiday for a third year. Since most Americans will take the day off on Friday, July 3, to celebrate Independence Day, the British brewer is shamelessly telling Americans "No work on July 3rd -- you're welcome!" -- a result of Britain losing the Revolutionary War. Fans who share an Instagram video thanking Newcastle for having Independence Eve off will be entered for a chance to win an exclusive trip to London. Visit IndependenceEve.com for more information.

Fans should check out NewcastleBrown.com and follow Newcastle on Facebook for the latest information about Newcastle summer activities.

* - Source: Nielsen Expanded All Outlets Combined + Convenience, latest 52 weeks ending 05/23/15

About Newcastle Brown Ale
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.

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