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In tandem with the launch of the brand’s limited-edition Cabbie Black Ale, Newcastle has teamed up with Taxi Magic, the nation’s leading taxi app, to encourage consumers to enjoy Cabbie Black in moderation and always get a safe ride home.
In the 60 cities in which Taxi Magic rides are available, Newcastle Cabbie point-of-sale displays will feature a promo code that rewards consumers with a $5 credit toward a cab fare booked through the app. Where Taxi Magic ride booking isn’t yet available, consumers can send a text message to enter for the chance to win free cab rides home for one year. Together, both companies will distribute more than $1 million in free cab fares around the U.S.
“We’re not exactly pioneers in declaring drinking and driving to be utter bollocks, but we’re proud of the fact that we’re putting our money where our mouth is and offering people a tangible incentive to enjoy our product safely,” said Brett Steen, brand manager, Newcastle Brown Ale, a brand of White Plains, N.Y.-based Heineken USA. “Our work with Taxi Magic is a great way to combine responsibility and moderation with Newcastle drinkers’ quest to enjoy living life to the fullest.”
The Newcastle Cabbie and Taxi Magic initiative marks the Newcastle brand’s first fully integrated responsible consumption program for consumers, an extension of the partnership between Heineken USA and Taxi Magic that started in March 2010. The launch will be supported by a national digital campaign, extensive social media promotion and sampling.
Newcastle Cabbie, a deep, dark black brew with a soft hoppy aroma, subtle fruit notes and a bittersweet taste of chocolate and coffee, will be priced comparably to Newcastle Brown Ale and available nationally through March in 6- and 12-packs.