Newcastle Launches 'Cabbie' Limited-Edition Black Ale

Brand partners with Taxi Magic to encourage safe travel

Newcastle Cabbie

WHITE PLAINS, N.Y. -- Leading import Newcastle Brown Ale has announced the upcoming release of Newcastle Cabbie this November. Newcastle's newest limited edition, Cabbie is a deep, dark black ale that has a soft hoppy aroma and subtle fruit notes that lead to bittersweet tastes of dark malt, chocolate, coffee and vanilla.

To support the launch, the brand is introducing a national social responsibility program to encourage adult consumers to get home safely throughout the holiday season. Depending on the market, the initiative will offer a $5 credit toward a cab fare using the Taxi Magic app, or the chance to win a year of free cab rides home.

"During the holidays, there are increased incidences of people driving under the influence," states Brett Steen, brand manager for Newcastle Brown Ale. "Newcastle has always been committed to promoting responsible consumption and safety, and we are especially thrilled to announce an exciting collaboration between Newcastle Cabbie Black Ale and Taxi Magic, which will help consumers find safe rides home this winter and holiday season. Taxi Magic allows users to not only find and book taxis based on their location, but also to track the arrival of the taxi, charge the ride to a credit card and receive an e-receipt."

In markets with Taxi Magic, Newcastle Cabbie point-of-sale (POS) materials will feature a short code to download the Taxi Magic mobile application directly to a smartphone. Newcastle will reward consumers with a $5 credit when they download the app and give them the option to gift a $5 credit to a friend.

In markets where Taxi Magic is not available, the brand will use alternative POS to promote a text-in program where consumers will text a short code for the chance to win free cab rides home for one year. POS elements include tuck cards, cooler decals and standees for off-premise retailers, while coasters, tap handles and special glassware will be available for on-premise locations.

This winter, Newcastle Cabbie will not only be supported by the breakthrough packaging and POS for the social responsibility program, but also a national digital campaign, an extensive social media promotion, and cutting-edge sampling activations (where legal). Additionally, there will be compelling, multi-layered consumer overlay with a gifting component for the holidays.

Newcastle Cabbie is a rare black brew with an alcohol by volume (ABV) of 4.2% and 25 International Bittering Units (IBUs). It will be priced comparably to Newcastle Brown Ale and available nationally from Nov. 2013 through Jan. 2014 in six-packs and 12-packs at retail and in draught format for on-premise accounts in most major markets.

Heineken USA, White Plains, N.Y., is a subsidiary of Heineken International BV. European brands imported into the United States include Heineken Lager, Heineken Light, Amstel Light, Newcastle Brown Ale, Strongbow cider and Buckler nonalcoholic brew. Heineken USA is also the exclusive U.S. importer for the Tecate, Tecate Light, Dos Equis, Sol, Indio, Carta Blanca and Bohemia brands from Mexico.