WHITE PLAINS, N.Y. -- Newcastle Brown Ale is building off the success of the 2014 Independence Eve campaign and kicking off the summer early with the debut of its 2015 summer retail activation.
This summer, Newcastle is encouraging consumers to choose Newcastle Brown Ale, starting July 3, Independence Eve, when Americans are invited to raise a pint of Newcastle and toast the country that nearly ran theirs.
“This summer, July 4 falls on a Saturday,” said Priscilla Dohnert, brand director for Newcastle Brown Ale, Heineken USA. “As a result, many [legal drinking age-plus] consumers will have July 3, Independence Eve, off from work. We are celebrating the Independence Eve day off with consumers by inviting them to submit videos to Instagram, thanking Newcastle for the extra day. LDA-plus consumers who share their personal ‘thank you’ videos will automatically be entered into our Independence Eve sweepstakes for the chance to win a trip to England, the birthplace of Newcastle.”
To build awareness of the summer program, Newcastle is leveraging its social platforms and partnering with shopper-targeted digital media to deliver custom content and special offers that will drive consumers to local retail outlets, bars and restaurants to purchase Newcastle. In store, high-impact display and point-of-service materials along with compelling channel-specific cross-merchandising offers (where legal) on relevant summer celebration products including deli items and salty snacks, will drive shopper consideration and conversion.
“Summer is the key selling season for the beer category and the competition is fierce,” Dohnert said. “Our summer program will help consumers make the most of their summer celebrations with great-tasting Newcastle Brown Ale and retailers drive incremental sales of the No. 1-selling imported ale.”
Newcastle Brown Ale is imported by beer importer Heineken USA Inc., based in White Plains, N.Y. Heineken USA is a subsidiary of Heineken International BV, Amsterdam. European brands imported into the United States include Heineken, Strongbow Hard Apple Ciders, Desperados, Amstel Light and Newcastle Brown Ale. The company also imports the Dos Equis, Tecate, Sol, Indio, Carta Blanca and Bohemia brands from Mexico.
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