Newcastle Expands Summer Ale Distribution

Rolling out new 6-, 12-packs at retail in "tactical" states

WHITE PLAINS, N.Y. -- Newcastle Brown Ale has announced that it is expanding distribution of Newcastle Summer Ale, the brand's first seasonal offering. On the heels of a limited and successful test launch in summer 2009, Newcastle Summer Ale (NSA) is rolling out in 50L draught format to 30 select markets and in the newly developed 6-pack and 12-pack retail formats to a handful of tactical states. It is a limited release brew.

Newcastle Summer Ale (4.4% ABV) bears a resemblance to Pale Ale but is hoppier than the summer ales of competitive brewers, the company said. The NSA [image-nocss] recipe infuses Golden Promise and Optic Malts with Fuggles Hops giving the brew its taste and character. Golden Promise features large, robust grains and a mellow, malty flavor, contributing to the beer's clean, crisp appeal. The Optic malt helps to brighten things up by producing a wonderfully aromatic and slightly sweet wort, along with that classic pale ale coloring. Fuggles hops infuse a lot of aroma into Newcastle Summer Ale, giving it a distinct mild-to-medium hoppy taste with a hint of bitterness.

To support expansion on-premise, limited-edition Newcastle Summer Ale glassware has been designed to show off the beer's hoppy aromas. Additional custom developed materials including coasters, table tents and tap handles will be available to promote the beverage on-premise while price cards, posters and cooler decals will be available to merchandise the Newcastle Summer Ale off-premise.

Colin Westcott Pitt, brand director for Newcastle Brown Ale, said "92% of consumers who tried Newcastle Summer Ale in our test launch said they would drink it again."

White Plains, N.Y.-based Heineken USA Inc., a major beer importer, is a subsidiary of Heineken International BV. European brands imported into the United States include Heineken Lager; Heineken Light, Amstel Light, Newcastle Brown Ale and Buckler non-alcoholic brew. Heineken USA is also the exclusive U.S. importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from Mexico.