Newcastle Brown Ale “Your Beer. Your Gear.” Retail Program Combines Great Taste and Individuality

New York, NY (August 2, 2011) - With Autumn's cooler weather, adult consumers tastes shift to richer more full-flavored beers. This fall, Newcastle Brown Ale is offering discerning beer drinkers everywhere the taste they are looking for and more through Newcastle's 'Your Beer. Your Gear' fall retail program. 'Your Beer. Your Gear.' encourages adult shoppers to enjoy the lightly hopped, less bitter taste of Newcastle Brown Ale while providing added value in-store via relevant cross merchandising offers and online via customizable, uniquely Newcastle gear.



From t-shirts and baseball caps to messenger bags and hoodies, consumers can customize a variety of Newcastle Branded merchandise and receive a discount by going online and entering the UPC from their Newcastle bottle. "Millenials choose brands that allow them to express their individuality," said Brett Steen, Trade Marketing Manager, Heineken USA. "It's that confidence and distinctiveness that draws millenials to The One & Only, Newcastle Brown Ale. Now we are taking it one step further by offering them the chance to 'individualize' their Newcastle experience with customizable Newcastle gear at prices that won't break the bank."



Eye catching POS materials and channel specific cross merchandising offers (where legal) will be available to promote the Newcastle 'Your Beer. Your Gear.' program at grocery, convenience and liquor stores nationwide.  To lend further support for the program, Newcastle will run outdoor and Spot TV advertising (for the first time) during the September through December program period.  Steen added, "Spot TV provides us with the opportunity to communicate Newcastle's slightly unconventional and always witty message of quality and authenticity out to a broader audience of discerning beer drinkers."



"The "Your Beer. Your Gear." program is all about discovering new ways to celebrate individuality with Newcastle Brown Ale," concluded Steen. "For consumers, individuality in the beer they drink and the gear they wear.  For our retail partners, individuality in the products and programs they promote in their outlet to drive sales and increase their bottom line."