Beverage Industry

Marketing: Newcastle Brown ale encourages dog walking

April 4, 2011


Tied to a tradition in the United Kingdom, Newcastle Brown Ale is asking beer drinkers to “Walk the Dog,” which is a British euphemism for visiting a bar. Newcastle is offering “Walk the Dog” tasting events in select on-premise venues in various cities around the nation. While visiting their favorite establishments, curious “Dog Walkers” will be greeted by Newcastle brand ambassadors who will expound on the virtues of “Walking the Dog,” while offering samples of Newcastle Brown Ale. Program merchandise includes Newcastle dog tags and “Reasons to Walk the Dog” cards to entice conversation and encourage new “Dog Club” members to share the joy of “Dog Walking” with their friends.