Beverage News

Newcastle Brown Ale kicks off summer retail program

May 15, 2012
/ Print / Reprints /
/ Text Size+

Newcastle Brown Ale kicks off summer retail programFollowing the debut of its new “No Bollocks” national advertising campaign, White Plains, N.Y.-based Heineken USA brand Newcastle Brown Ale launched its “No Bollocks Guarantee” summer retail program. Based on a dedication to complete honesty and transparency, the “No Bollocks Guarantee” campaign invites adults of legal drinking age to sample Newcastle Brown Ale with a promise that they will either like it or they won’t, guaranteed.

 “While we are confident that we have an exceptional product in Newcastle Brown Ale, we know that we cannot guarantee that everyone who tries our beer will like it. We can, however, guarantee that everyone who tries it will either like it or they won’t,” said Charles Van Es, brand director for Newcastle Brown Ale, in a statement. “With our ‘No Bollocks Guarantee,’ we are offering patrons who try Newcastle their choice of a Newcastle Geordie Schooner pint glass or $2 just for uploading a picture and completing a short survey to tell us what they think of Newcastle.”

“No Bollocks Guarantee” point-of-sale materials, including cooler decals, pole toppers and tuck cards, will create awareness and engage shoppers at retailers through September, the company says.

“Newcastle Brown Ale is looking to provide consumers with a refreshing dose of honesty,” Van Es said in a statement. “Our ‘No Bollocks Guarantee’ is a compelling program that encourages discerning beer drinkers to experience our authentic British-style brown ale without any gimmicks or false promises. We simply want consumers to try our beer, and there’s no bollocks about that.”

 Did you enjoy this article? Click here to subscribe to Beverage Industry.  

You must login or register in order to post a comment.



Image Galleries

International Pineapple Day at Bahama Breeze

In celebration of International Pineapple Day on April 2, Bahama Breeze locations across the country invited the media and consumers to celebrate with cocktails that feature the tropical flavor of the pineapple. (Photos by Liz Parker and Jennifer Haderspeck)

10/10/13 2:00 pm EDT

Ditch the weighting agents: A cost effective solution for delivering flavors and actives

Available On Demand Learn how to reduce costs and energy use by enabling high oil load emulsions, eliminating the need for weighting agents like brominated vegetable oil (BVO).


Beverage Industry Magazine

BI April 2014 cover

2014 April

The April 2014 Beverage Industry includes a cover story on moonshine, as well as articles about CSD brands, whiskey, and more. Check it out today!

Table Of Contents Subscribe

Beverage Insider eNewsletter

Are you an Insider? Subscribe to Beverage Industry’s weekly e-newsletter to receive news headlines, new product information and magazine highlights.   

Spirits Segments

Which spirits segment will perform the best in 2014?
View Results Poll Archive


Cleaning-in-Place: Dairy, Food and Beverage Operations, 3rd Edition

This book addresses the principles of cleaning operations, water supply issues and the science of detergents and disinfectants.

More Products


Beverage Industry Webinars are an easy, effective and convenient way to get educated and informed on the latest industry trends and topics. All Webinars are FREE unless indicated. For more information, check out our Events page!


facebook40 twitter    youtubelinked