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Newcastle Brown Ale, a brand of Heineken USA, will bring back its popular Newcastle Werewolf limited-edition brew, available from August through October in 6- and 12-packs.
“We are thrilled to bring back the popular Newcastle Werewolf, a proven favorite among consumers, 21 and older, retailers and on-premise operators,” said Brett Steen, brand manager for Newcastle, Heineken USA. “During the 2012 fall season, Werewolf sales increased over 100% versus 2011 and outperformed other major seasonals during this key selling period. This year, we have the incremental support in place to scare up even greater sales and profit for our trade partners.”
This fall, Newcastle is adding a dedicated Werewolf TV spot to its arsenal of support to generate interest and drive traffic to local retail and on-premise accounts. Local sampling and Werewolf -themed display and POS materials will be available to encourage patrons to experience the bite of a Werewolf for themselves.
Newcastle Werewolf is brewed with rye malts, making it naturally blood-red in color. Werewolf stays true to the characteristics of Newcastle Brown Ale but offers a seasonally advantageous palate – sweet berry fruit with roasted caramel notes up front followed by a bite of bitterness from the Fuggle and Golding hops at the finish.
“Werewolf’s creative label design leverages the brand’s intriguing personality,” added Steen. “What better way to toast the changing season than to offer your customers this formidable dual character brew.”
Heineken USA, a subsidiary of Heineken International BV, imports a variety of European brands into the U.S., including Heineken Lager, Heineken Light and Amstel Light.