Heineken USA, White Plains, N.Y., announced the March relaunch of Newcastle Brown Ale brewed by Lagunitas Brewing Co. The new brew celebrates the Altogether Uncommon by bringing together a unique blend of pale and roasted malts with American hops, the company says.
“Lagunitas Brewing Co. is one of the most recognized and respected brewers in the craft beer space,” said Amy Tay, brand director at Heineken USA, in a statement. “Now with Lagunitas in the family, we have the perfect partner to reimagine our beloved Newcastle Brown Ale.”
The new liquid is brewed with American Centennial and Chinook hops, fermented using the Lagunitas’ English house ale yeast. The medium-colored brown ale is smooth, crisp slightly roasty and complete with a hoppy twist that is not too sweet and not too bitter, the company says.
"We are not known for malty beers,” said Jeremy Marshall, Lagunitas brew master, in a statement. “We are really honored and excited to re-imagine the new Newcastle Brown Ale using our malts, hops, and yeast for a silky smooth flavorful experience.”
To support the launch along with highly targeted digital outreach, the team is leading with retail sampling, brew tastings at community events and fan influencer engagement.
In addition, a range of point-of-sales and merchandising materials for retail and on-premise accounts will be available to encourage shoppers and on-premise drinkers to try the new brown ale.
“Newcastle Brown Ale is all about our consumers,” Tay added. “With this significant move we are showing these drinkers that, while uncommon, it isn’t impossible to teach an old dog new tricks.”
Newcastle Brown Ale will be produced at Lagunitas’ breweries in Petaluma, Calif., and Chicago. It will be available in 12-ounce can in 6-, 12- and 24-pack bottles; and a 7.75-gallon slim steel keg. The brand will continue to be marketed by Heineken USA and distributed through its network.
Report Abusive Comment