Newcastle Bombshell Blonde Ale Is Back

Features more prominent swimsuit-clad model in shallow attempt to sell more beer

Newcastle Bombshell Blonde (CSP Daily News /Convenience Store Petroleum)

WHITE PLAINS, N.Y. -- Newcastle, the maker of Newcastle Brown Ale, is bringing back Newcastle Bombshell Blonde Ale this summer, featuring a swimsuit-clad "bombshell" on its packaging.

"No matter how much we talk about how smooth and great-tasting Newcastle Bombshell is, we'll catch more people's attention with an attractive woman on the packaging than we would with talk about how smooth and great-tasting Newcastle Bombshell is," said Quinn Kilbury, brand director for Newcastle Brown Ale.

Newcastle Bombshell is brewed with Cascade, Hallertau and Northdown hops. The combination helps balance the light-colored golden ale's light aroma and bitterness with toasted malt for a smooth, clean finish. Bombshell is a well-balanced brew with a floral hop aroma and a hint of fruitiness. At 4.4% alcohol by volume, the beer has 125 calories per 12-oz. serving and 28 IBUs.

Newcastle Bombshell will be available from April through July in six-packs and 12-packs and on tap in select markets across the United States.

The company is promoting the beer with new packaging designs and point-of-sale (POS) displays, extensive social media promotion and sampling activations.

Newcastle Brown Ale was first brewed in 1927. It is imported by the nation's premier beer importer, Heineken USA, based in White Plains, N.Y.

Heineken USA is a subsidiary of Heineken International BV. It imports Heineken Lager, Heineken Light, Amstel Light, Newcastle Brown Ale and Strongbow cider. And it imports the Dos Equis portfolio, Tecate portfolio, Sol, Indio, Carta Blanca and Bohemia brands from Mexico.