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The Newcastle brand aims to change the perception of its brown ale as "heavy and bitter," with the launch of a new summer campaign targeting light beer drinkers.
The initiative is highlighted by a humorous video, titled "Misconceptions," which further conveys Newcastle Brown Ale's light, smooth taste despite its dark and rich color. The video debuted on June 22 online.
“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.”
In support of the program, Newcastle is offering coupons and mail-in rebates, as well as a contest to win a trip to London.
Newcastle is a brand of White Plains, N.Y.-based Heineken USA Inc., the nation's leading upscale beer importer, and a subsidiary of Heineken International BV.