Beverage Industry logo
search
cart
facebook twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
Beverage Industry logo
  • NEWS
    • R&D News
    • Supplier News
  • PRODUCTS
    • New Products
    • Reader's Choice Poll
  • CATEGORIES
    • Alternative Drinks
    • Beer
    • Bottled Water
    • Cannabis Beverages
    • Carbonated Soft Drinks
    • Energy Drinks & Shots
    • Juice & Juice Drinks
    • Plant-Based Beverages
    • Sports Drinks
    • Tea and Coffee
    • Wine & Spirits
  • R&D
    • Beverage R&D Features
    • Ingredient Spotlight
  • PACKAGING
    • New Packages
    • Packaging Equipment
    • Packaging Material
  • OPERATIONS
    • Distribution
    • Plant Focus
  • TOP LISTS
    • Beer Market Report
    • Executive of the Year
    • State of the Beverage Industry
    • Top 100 Beverage Companies
    • Truck Report
    • Wholesaler of the Year
  • MEDIA
    • eBook
    • Podcast
    • Polls
    • Videos
    • Webinars
  • DIRECTORIES
    • Annual Manual
    • Contract Packaging Guide
    • Take a Tour
  • MORE
    • Classifieds
    • Channel Strategies
    • eNewsletters
    • Events
      • Membrane Technology Forum
    • Interactive Product Spotlights
    • Market Insights
    • Sponsor Insights
    • Store
    • White Papers
  • EMAG
    • eMagazine
    • Archived Issues
    • Advertise
  • SIGN UP!
Beverage NewsMarketing

Newcastle uses ‘Cabvertising’ to market new beer

Marketing campaign supports new limited-edition Newcastle Cabbie Black Ale

Newcastle Cabbie Black Ale
December 16, 2013

Adding to its popular “No Bollocks” marketing campaign, Heineken USA’s Newcastle brand took the idea of advertising on cabs to a new level in order to promote its new Newcastle Cabbie Black Ale. A new video titled “Cabvertising” recaps the humorous event in which authentic black British cabs provided free rides to consumers. However, there was a catch. Consumers only could ride in the taxi if they promoted Newcastle Cabbie Black Ale for the duration of the drive using an oversized megaphone mounted on the roof of the cab.

The “Cabvertising” marketing event also promoted Newcastle’s partnership with Taxi Magic, a taxi application available for Android and iPhone smartphones that operates in more than 60 cities. In cities where Taxi Magic rides are available, Newcastle Cabbie Black Ale point-of-sale displays will feature a promo code that rewards consumers with a $5 credit toward a cab fare booked through the app. Where Taxi Magic ride booking isn’t yet available, consumers can send a text message to enter for the chance to win free cab rides home for one year. Together, both companies will distribute more than $1 million in free cab fares around the United States throughout the holiday season.

“We’re not exactly pioneers in declaring drinking and driving to be utter bollocks, but we’re proud of the fact that we’re putting our money where our mouth is and offering people a tangible incentive to enjoy our product safely,” said Brett Steen, brand manager of Newcastle Brown Ale, in a statement. “Our work with Taxi Magic is a great way to combine responsibility and moderation with Newcastle drinkers’ quest to enjoy living life to the fullest.”
 
This Newcastle Cabbie and Taxi Magic initiative marks the Newcastle brand’s first fully integrated responsible consumption program for consumers, which is a natural extension of the partnership between Heineken USA and Taxi Magic that started in March 2010.
 
The launch of Newcastle Cabbie and its social responsibility partnership with Taxi Magic will be supported by a national digital campaign, extensive social media promotion and sampling (where legal). Newcastle Cabbie will be priced comparably to Newcastle Brown Ale and available nationally through March 2014 in six- and 12-packs at retail and on tap in most major markets. The label and packaging for Newcastle Cabbie Black Ale feature a London-style black taxi cab. A similar black cab is featured on Newcastle Cabbie Black Ale tap handles on-premise.

KEYWORDS: Heineken USA imported beer Newcastle

Share This Story

Looking for a reprint of this article?
From high-res PDFs to custom plaques, order your copy today!

Recommended Content

JOIN TODAY
to unlock your recommendations.

Already have an account? Sign In

  • Chocolate, Strawberry, Vanilla shakes

    Classic flavors provide reliable, consistent results for beverage-makers

    Classic flavors of chocolate, vanilla and strawberry...
    Ingredient Spotlight
    By: Chloe Alverson
  • Free Spirits Instant Bar Bundle

    Lifestyle trends drive growth for non-alcohol category

    As lifestyle trends continue to drive growth for the...
    Alternative Drinks
    By: Lauren Sabetta
  • Younger generation displays unique habits when it comes to beverage consumption

    Generation Z shakes things up in beverage

    Experts share that Gen Z is changing the standard on what...
    Beverage News
    By: Chloe Alverson
Manage My Account
  • eNewsletters
  • Online Registration
  • Subscription Customer Service
  • eMagazine Subscription
  • Manage My Preferences

More Videos

Sponsored Content

Sponsored Content is a special paid section where industry companies provide high quality, objective, non-commercial content around topics of interest to the Beverage Industry audience. All Sponsored Content is supplied by the advertising company and any opinions expressed in this article are those of the author and not necessarily reflect the views of Beverage Industry or its parent company, BNP Media. Interested in participating in our Sponsored Content section? Contact your local rep!

close
  • Fourpeople toasting with cocktails made with low-sugar ingredients, celebrating healthier drink options.
    Sponsored byCargill

    What’s Hot in Sugar Reduction: Beverages

  • chocolate milk
    Sponsored byCargill

    Sweetening the Future for Dairy and Dairy-Alternative Beverages

  • woman pouring a drink
    Sponsored byFFP

    Building a Beverage System: Meeting Consumer Demand for Precision Wellness

Popular Stories

Sting Energy

PepsiCo, Sting Energy unveil global partnership with Formula 1

PepsiCo + poppi

PepsiCo completes acquisition of poppi

people drinking Wynk

Mindful drinking prompts growth for THC beverages

Vote for your favorite new product

Have your say in what makes it to the top this month!
Vote for your favorite new product and help us celebrate excellence.


VOTE NOW!

Events

April 16, 2025

2025 State of the Industry Series: Alcoholic Beverages

On Demand In Beverage Industry’s annual State of the Industry: The Alcohol Beverage Market, analysts at S&D Insights LLC delve into these trends and how they’re shaping the industry.

View All Submit An Event

Poll

Retail Coffee Segment

What retail coffee segments will fare well into the next year?
View Results Poll Archive

Products

Milk and Dairy Foods Nutrition, Processing and Healthy Aging

Milk and Dairy Foods Nutrition, Processing and Healthy Aging

See More Products

Related Articles

  • Craft brewer enlists Microsoft Dynamics CRM

    New Belgium uses technology to manage distribution chain

    See More
  • Molson Coors High Stakes Beer Ad

    2024 Beer Report | Beer market aims to engage new consumers

    See More
  • Vacuum Barrier Corporation

    Vacuum Barrier Corp. uses nitrogen to extend beer shelf life, impart creamier mouthfeel

    See More

Related Products

See More Products
  • GlobalData_Consumer.jpg

    Consumer and Market Insights: Beer in the US; Trends and innovations in Beer

  • GlobalData_Consumer.jpg

    United States of America Beer & Cider Market Insights 2020

See More Products
×

Elevate your expertise in the beverage marketplace with unparalleled insights and connections.

Join thousands of beverage professionals today. Shouldn’t you know what they know?

JOIN NOW!
  • RESOURCES
    • Advertise
    • Contact Us
    • Directories
    • Store
    • Want More
  • SIGN UP TODAY
    • Create Account
    • eMagazine
    • eNewsletter
    • Customer Service
    • Manage Preferences
  • SERVICES
    • Marketing Services
    • Reprints
    • Market Research
    • List Rental
    • Survey/Respondent Access
  • STAY CONNECTED
    • LinkedIn
    • Facebook
    • YouTube
    • X (Twitter)
  • PRIVACY
    • PRIVACY POLICY
    • TERMS & CONDITIONS
    • DO NOT SELL MY PERSONAL INFORMATION
    • PRIVACY REQUEST
    • ACCESSIBILITY

Copyright ©2025. All Rights Reserved BNP Media.

Design, CMS, Hosting & Web Development :: ePublishing