Newcastle Introduces Limited-Edition Bombshell Blonde Ale

New seasonal brew features swimsuit-clad woman on label to draw attention

Published in CSP Daily News

WHITE PLAINS, N.Y. -- Newcastle has announced the release of its limited-edition Newcastle Bombshell pale blonde ale. Bombshell is the latest asset in the brand's No Bollocks 2013 marketing campaign dedicated to honesty and transparency in the beer category.

Available nationwide between May and July 2013, Newcastle Bombshell features an eye-catching blonde on the label intended to catch the eye of beer drinkers nationally. And sell more beer.

"An Englishman's first love will always be his brown ale, but now he can have a summer fling with a beautiful blonde," said Charles van Es, brand director of Newcastle Brown Ale. "With its golden ale color, light aroma and silky smooth finish, Newcastle Bombshell is a real British beauty worth waiting for, with a label as alluring as the beer inside."

Newcastle Bombshell is an English-style blonde ale that offers a floral hop aroma, a balanced and bittersweet flavor with toasted biscuit notes and a smooth clean finish with hints of caramel sweetness. Brewed with a combination of Cascade, Hellertau and Northdown hops, Newcastle Bombshell has an alcohol by volume (ABV) of 4.4% with 28 International Bittering Units (IBUs).

To support the release of Newcastle Bombshell, Newcastle is rolling out a series of consumer sampling events across the country and is also unveiling a new TV spot called "Bombshell," created by Droga5 New York. Featuring an array of pigment-challenged sunbathers, the spot points out the similarities between the smooth, refreshing, new blonde ale and an Englishman in the midst of summer. Namely: they're both pale.

Newcastle Bombshell is available nationally in 6-bottle and 12-bottle packs priced comparably to Newcastle Brown Ale and may also be found on draught in most markets.

A No Bollocks beer brand, Newcastle Brown Ale was first brewed in 1927.

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, 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.