Newcastle Brown Unveils New Limited Edition Brews
Monday, May 14th 2012
Newcastle Brown Ale, the UK’s biggest-selling premium packaged ale, is intensifying its efforts to drive growth in the category through the launch of a series of new Limited Edition brews that will capitalise on growing consumer interest and demand for specialist bottled ales. The variants represent the first line extensions in the brand’s 85-year history.
The specially-brewed variants will be available for around 3 months and the first two products, Newcastle Summer Ale (ABV: 4.4%) and Newcastle Founders’ Ale (ABV: 4.8%) will be sold in single 355ml bottles through Tesco from this month (May).
Karen Crowley, Senior Brand Manager – Ales at HEINEKEN said, “In a static beer market, ale continues to prosper and show growth. Premium bottled ale sales are up year- on- year and, as the market leader, Newcastle Brown Ale is driving this performance.
“The Limited Edition ales were originally created for the United States, where Newcastle Brown enjoys a large following as the country’s No 1 imported ale. The new variants have been particularly well received by US drinkers and news of their popularity quickly spread to Britain. As a result, we were bombarded by enquiries from Newcastle Brown Ale fans asking whether the new variants would also be made available in the UK – and we are delighted to fulfil their wishes. These exciting new additions can be found in Tesco, in the Discovery Beer section of the drinks’ aisle next to American Craft Beers where shoppers traditionally like to browse the fixture and try something new and different."