Newcastle Brown Ale Brings Back Limited-Edition Werewolf
Using lore of mythical creature to sell more beer this fall
Published in CSP Daily News
WHITE PLAINS, N.Y. -- Newcastle Brown Ale has announced the first nationwide release of its limited-edition beer, Newcastle Werewolf. On shelves now for a limited time, Werewolf is a dual-character brew that pours "blood" red, starting smooth and ending with a bite.
"Unlike the mythical wolf-like creature said to roam the bleak moorland surrounding Newcastle, England, this Werewolf is real," said Charles van Es, brand director for Newcastle Brown Ale. "Everyone loves a good urban legend, so we're hoping to take advantage of the werewolf story to sell more beer this fall."
Brewed with rye malts and offering mellow overtones of slight berry fruit and roasted caramel notes with a lingering deep bite of bitterness from Fuggle and Golding hops, Newcastle Werewolf has an alcohol by volume (ABV) of 4.5% with 23.4 International Bittering Units (IBUs).
Newcastle Werewolf is available nationally from August 2012 through October 2012 in six-packs and 12-packs priced comparably to Newcastle Brown Ale. Werewolf will also be available on draught at pubs in select markets.
A No Bollocks beer brand, Newcastle Brown Ale was first brewed in 1927 to satisfy hardworking Geordie thirst in the town of Newcastle, England. Colonel Jim Porter crafted the ale with its own distinct golden brown color, lightly hopped taste and character that quickly became a local favorite. Newcastle Brown Ale is imported by the nation's premier beer importer, Heineken USA Inc., White Plains, N.Y.
Heineken USA is a subsidiary of Heineken International BV, Amsterdam. Brands imported into the U.S. include Heineken Lager, Heineken Light, Amstel Light, Newcastle Brown Ale and Buckler nonalcoholic brew. Heineken USA is also the exclusive U.S. importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico.