Return of the Werewolf

Newcastle's limited-edition, "blood-red" brew back this fall for seasonal sales

Published in CSP Daily News

WHITE PLAINS, N.Y. -- Newcastle Brown Ale is bringing back its Newcastle Werewolf limited-edition brew. On shelves from August through October, Werewolf is a dual-character, "blood red" ale that starts smooth and mellow and transforms suddenly to offer a bite of bitterness, Heineken USAsaid.

"We are thrilled to bring back the popular Newcastle Werewolf, a proven favorite among consumers ... retailers and on-premise operators," said Brett Steen, brand manager for Newcastle at Heineken USA. "During the 2012 fall season, Werewolf sales increased over 100% versus 2011 and outperformed other major seasonals during this key selling period. This year, we have the incremental support in place to scare up even greater sales and profit for our trade partners."

This fall, Newcastle is adding a national, dedicated Werewolf TV spot to its arsenal of support to create even more interest and drive traffic to local retail and on-premise accounts. Local sampling and Werewolf-themed display and point-of-sale (POS) materials will be available.

Newcastle Werewolf is brewed with rye malts, making it naturally blood-red in color. It has an alcohol by volume (ABV) of 4.5% with 23.4 international bittering units (IBUs). Werewolf stays true to the characteristics of Newcastle Bown Ale but offers a seasonally advantageous palate--sweet berry fruit with roasted caramel notes up front followed by a bite of bitterness from the Fuggle and Golding hops at the finish, said the company.

"Werewolf's creative label design leverages the brand's intriguing personality," added Steen. "What better way to toast the changing season than to offer your customers this formidable dual-character brew."

Newcastle Werewolf is available nationally from Aug. 2013 through Oct. 2013 in six-packs and 12-packs priced comparably to Newcastle Brown Ale. Werewolf will also be available on draught at pubs in most major markets.

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.