WHITE PLAINS, N.Y. -- Newcastle has launched a campaign to reach out to light-beer drinkers and change the perception that its Brown Ale is heavy and bitter.
The new campaign includes a video, titled “Misconceptions,” which features several new-to-Newcastle beer drinkers learning that everything they thought about the beer was wrong—specifically, that Newcastle Brown Ale was better-tasting and smoother than they thought.
The video can be found at NewcastleBrown.com.
“We’ve found that because of Newcastle’s full, brown color, people sometimes think that it’s a heavy beer,” said Priscilla Flores Dohnert, brand director for Newcastle Brown Ale. “But they couldn’t be more wrong. Yes, it is full-bodied, but it’s also very smooth and refreshing. We made a video that helps bring that to life in a completely unsubtle, fun, Newcastle sort of way.”
To further encourage consumers to swap out their traditional summer-party beers for Newcastle’s Brown Ale, Newcastle is also offering instant redeemable coupons and mail-in rebates (where legal) and a contest to win a trip to London.
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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