NEW YORK -- Newcastle Brown Ale's second limited-edition variety pack will include offerings with higher ABVs (alcohol by volume) and IBUs (international bitter units) targeting male shoppers, age 21-39, who seek variety and more complexity to enjoy and share with friends.
![Newcastle Brown Ale fall 2015 variety pack includes new IPA](https://cdn.winsightmedia.com/platform/files/public/cspdn/main/articles/newcastle-fall-variety-pack-2015.png)
The new fall variety pack is brewed in collaboration with Caledonian Brewery, one of the oldest and most respected breweries in the U.K.
Variety packs are a growing trend in the United States with sales up 16% CAGR (compound annual growth rate) from 2010-2014, according to Nielsen all-channel data.
“Today’s drinkers are always looking for new tastes and styles to add to their beer repertoire. Variety packs are a great way to showcase new beer styles and deliver consumers the variety they crave in one convenient format,” said Priscilla Dohnert, brand director for Newcastle owner Heineken USA. “Higher-alcohol beers are also a growing segment, contributing $1.4 billion in growth over the past three years, making the variety pack the perfect way for Newcastle to introduce Newcastle Foreign Extra IPA, a 6.5% ABV offering and the brand’s first hop-forward IPA.”
The new Newcastle variety pack includes:
- Newcomer Newcastle Foreign Extra IPA (6.5% ABV, 65 IBU), a dark-gold IPA with hop bitterness, yet balanced with floral/citrus notes, malty undertones and a slightly sweet finish
- Returning limited edition, Newcastle Scotch Ale (6.4% ABV, 40 IBUs), a rich, full-flavor and fulfilling fusion of malts with toffee notes and a mellow hop
- Classic Newcastle Brown Ale (4.7% ABV, 18 IBUs), a golden-brown ale with a rich, full-bodied flavor with a refreshing and lightly sweet finish.
Newcastle Variety Pack will be available beginning in September in 12-pack bottle format.
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