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.
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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