Newcastle Brown Ale, a brand of Heineken USA, White Plains, N.Y., brought back its fall No Bollocks retail program for 2013. Beginning this month, store aisles and shelves will feature No Bollocks point-of-sale (POS) and retail offers that reinforce the authenticity and taste of Newcastle Brown Ale and the Newcastle limited-edition brews, the company says. Program elements will provide consumers of legal drinking age with a dose of honesty tailored for their fall “Good Times, Good Friends” occasions, it adds.

“Our No Bollocks fall program is honest, straightforward and provides relevant and enticing offers that deliver value to consumers and incremental sales opportunities to our retail partners,” said Brett Steen, brand manager for Newcastle, in a statement. “Newcastle’s No Bollocks campaign aims to simplify the beer selection process for consumers by offering them a great-tasting, truly authentic beer — brewed the same way since 1927 — in our patented tongue-in-cheek style.”

At retail, a range of seasonal No Bollocks displays and POS materials will be on display. Instant redeemable coupons and mail-in rebate offers, where legal, also will be available with the purchase of Newcastle Brown Ale and one of Newcastle’s limited-edition ales.

“Newcastle’s No Bollocks fall program will drive incremental retail sales of higher margin Newcastle Brown Ale and Newcastle’s limited editions by offering shoppers exactly what they want from their favorite brands — truly great tasting beer presented in a fun and refreshingly honest way,” Steen said.