Newcastle Extending 'No Bollocks' Retail Program to Summer Sales

Features "simple, transparent, humorous" in-store communication, special offers

Published in CSP Daily News

WHITE PLAINS, N.Y. -- Newcastle Brown Ale is kicking off summer sales with the extension of its "No Bollocks" retail program. Beginning in May, Newcastle will bring a twist to retail outlets throughout the country designed to encourage adult consumers, 21 and older, to bring "a refreshing dose of honesty and fun" to their at-home consumption and summer entertaining while enjoying the taste of Newcastle Brown Ale.

"No Bollocks isn't just a tagline. It is at the heart of everything Newcastle from TV and digital advertising to on-premise activation and retail programming," said Brett Steen, brand manager for Newcastle at Heineken USA.

"Our consumers have spoken. They are tired of the same old marketing cliches," he said. "This summer, Newcastle pulls back the veil on beer marketing and promotions by admitting that it won't make consumers more popular, better looking or funnier--it can't. It's a beer. But it is a refreshingly delicious beer that provides support elements our retail partners need to drive incremental sales of Newcastle Brown Ale this summer."

At retail, a range of signature "No Bollocks" display and point-of-sale (POS) materials will bring the program to life in store. Channel-relevant cross-merchandising nstant redeemable coupons (IRC) and mail-in-rebate (MIR) offers, where legal, on seasonally relevant items and the purchase of Newcastle will also be available to drive higher basket rings for participating retailers, the company said.

"Whether on display, shelf or in the cold box, Newcastle's No Bollocks Summer retail program will keep Newcastle Brown Ale top of mind this summer through simple, transparent and humorous in-store communication and special offers that shoppers can relate to and that provide exactly what they need for a fun filled summer from their favorite No Bollocks brew, Newcastle," said Steen

Newcastle Brown Ale is imported by Heineken USA Inc., White Plains, N.Y.

Heineken USA is a subsidiary of Heineken International BV, which is the world's most international brewer. 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.