SOURCE: Heineken USA

Heineken USA

November 14, 2013 10:38 ET

Newcastle Introduces Limited-Edition Cabbie Black Ale, Launches Taxi Magic Partnership to Promote Responsible Consumption

Partnership Results in Amazing Marketing Synergy Devised to Sell More Beer and Have More People Book Safe Rides Home With Taxi Magic App

WHITE PLAINS, NY--(Marketwired - Nov 14, 2013) - Just in time for the holidays, Newcastle is introducing a new limited-edition brew that will have fans calling for a Cabbie in more ways than one.

Beginning this month, beer drinkers can hail a Newcastle Cabbie Black Ale in bars and liquor stores nationwide. Cabbie is a deep, dark black ale with a soft hoppy aroma and subtle fruit notes that lead to bittersweet tastes of chocolate and coffee. While some black ales might be reminiscent of engine oil, Newcastle Cabbie is a smooth, tasty black brew with 4.2 percent alcohol by volume and 25 International Bittering Units.

Newcastle encourages Cabbie drinkers to enjoy the product to its fullest, which includes drinking in moderation and always getting a safe ride home. So much so, in fact, that Newcastle and Taxi Magic have joined forces to give beer drinkers 21 and older an incentive to help them reach their destination safely at the end of the night.

Taxi Magic, the nation's leading taxi app, is available for Android and iPhone and operates in more than 60 cities. In cities where Taxi Magic rides are available, Newcastle Cabbie point-of-sale displays will feature a promo code that rewards consumers with a $5 credit toward a cab fare booked through the app. Where Taxi Magic ride booking isn't yet available, consumers can send a text message to enter for the chance to win free cab rides home for one year. Together, both companies will distribute more than $1 million in free cab fares around the United States throughout the holiday season.

"We're not exactly pioneers in declaring drinking and driving to be utter bollocks, but we're proud of the fact that we're putting our money where our mouth is and offering people a tangible incentive to enjoy our product safely," said Brett Steen, brand manager, Newcastle Brown Ale. "Our work with Taxi Magic is a great way to combine responsibility and moderation with Newcastle drinkers' quest to enjoy living life to the fullest."

This Newcastle Cabbie and Taxi Magic initiative marks the Newcastle brand's first fully integrated responsible consumption program for consumers, a natural extension of the partnership between HEINEKEN USA and Taxi Magic that started in March 2010.

"With mobile technology, hailing a nearby taxi driver and even paying your cab fare is easier than ever. We take the bollocks out of taking a cab, if you will," said Jay McClary, vice president of marketing at Taxi Magic. "Taxi Magic provides you a convenient, hassle-free, safe ride home that arrives in minutes, so you and your friends can get back to enjoying your Newcastle Cabbie."

The launch of Newcastle Cabbie and its social responsibility partnership with Taxi Magic will be supported by a national digital campaign, extensive social media promotion and sampling (where legal). Newcastle Cabbie will be priced comparably to Newcastle Brown Ale and available nationally from November 2013 through March 2014 in 6-packs and 12-packs, at retail and on tap for on-premise accounts in most major markets. Like Newcastle Brown Ale, Newcastle Cabbie is brewed and bottled in the United Kingdom, and its label and packaging feature a London-style black taxi cab. Beer drinkers will notice a similar black cab featured on Newcastle Cabbie tap handles at their favorite bars and pubs starting this month.

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.

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 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.

About Taxi Magic
Taxi Magic delivers the taxis you know, made better. With our groundbreaking mobile app, people can quickly and easily book and pay for cab rides from any smartphone, cell phone or PC with over 35,000 taxis in 60-plus cities across the United States. Taxi Magic is revolutionizing the taxi experience by putting consumers in touch with nearby drivers and fleets for better, faster and more magical taxi rides. The Taxi Magic mobile app is free to download from the Apple Store and Google Play. Taxi Magic is a division of RideCharge Inc., a private company based in Alexandria, VA. Please visit taximagic.com for more information.

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