Newcastle Announces Fall 'No Bollocks' Retail Program

Published in CSP Daily News

Expects seasonal display, POS materials to drive interest

WHITE PLAINS, N.Y. -- This fall, Newcastle Brown Ale is continuing its "No Bollocks" retail program. Beginning in September, Newcastle hopes to energize store aisles and shelves with "No Bollocks" point-of-sale (POS) and retail offers for Newcastle Brown Ale and the Newcastle Limited Edition brews.

"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 for Heineken USA. "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 display and POS materials will drive interest and encourage shoppers to purchase Newcastle. Instant redeemable coupons (IRC) and mail-in rebate(MIR) offers--where legal--will be available on the purchase of Newcastle Brown Ale and one of Newcastle's Limited Edition Ales to drive higher beer basket rings for participating retailers.

"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," said Steen.

Heineken USA, White Plains, N.Y., is a subsidiary of Heineken International BV. European brands imported into the United States include Heineken Lager, Heineken Light, Amstel Light, Newcastle Brown Ale, Strongbow cider and Buckler nonalcoholic brew. Heineken USA is also the exclusive U.S. importer for the Tecate, Tecate Light, Dos Equis, Sol, Indio, Carta Blanca and Bohemia brands from Mexico.