Beverage Industry

Newcastle Brown Ale kicks off summer retail program

May 15, 2012

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.”