Newcastle: The Unofficial Beer of the Underdog

Published in CSP Daily News

Retail, on-premise program leverages college basketball tournament

WHITE PLAINS, N.Y. -- Newcastle Brown Ale is setting the stage for increased sales during the 2014 college basketball tournament season with retail and on-premise programming that celebrates the underdog. Newcastle's Unofficial Beer of the Underdog program elements encourage adult fans to cheer on their favorite underdog team for the chance to win prizes and discounts from the tournament tipoff through the final championship games.

Seasonally relevant retail and on-premise POS elements that leverage the brand's unique personality, will engage tournament fans and invite them to go to #UnofficialUnderdog to tweet their thoughts on tournament play and earn the chance to win prizes.

At the end of each game, Newcastle will select winners randomly and send them a direct message with instructions for redeeming their prize. In addition, Newcastle will reward participants with mail-in-rebate (MIR) coupons where legal all tournament long.

"Newcastle drinkers are big fans of college basketball," said Brett Steen, brand manager of Newcastle Brown Ale. "In fact, 31% of our drinkers watch championship basketball and 34% of these loyal Newcastle fans watch tournament play at their favorite bar--11% more than drinkers of other import brands. Our Unofficial Beer of the Underdog program offers retailers and on-premise accounts a timely and fun way to further engage tournament enthusiasts while driving incremental sales and profits of fan favorite Newcastle Brown Ale."

Newcastle's Unofficial Beer of the Underdog program runs March 1 through the end of April. Program point-of-sale (POS) elements include posters, table tents and bracket posters for on-premise and pole topper, bracket table, trio chair, price card, shelf wobbler and cooler decal for retail accounts.

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.