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Newcastle Announces the Expansion of Summer Ale, a Distinct and Refreshing Seasonal Blend

July 7, 2010


WHITE PLAINS, NY -- Newcastle Brown Ale, America’s No. 1 import craft, announces it is expanding distribution of Newcastle Summer Ale, the brand’s first seasonal offering and a distinct, ‘summerishy’ blend with a crisp, hoppy and refreshing taste. On the heels of a limited and successful test launch in summer 2009, Newcastle Summer Ale (NSA) is rolling out in 50L draught format to 30 select markets and in the newly developed 6 and 12-pack retail formats to a handful of tactical states. It is a limited release brew from the makers of “the one and only” Newcastle Brown Ale, so time is of the essence to capitalize on this great opportunity to entice consumers with something new and drive incremental sales of Newcastle Summer Ale and Newcastle Brown Ale this summer season.

Newcastle Summer Ale (4.4% ABV) bears a resemblance to Pale Ale but is hoppier than the summer ales of competitive brewers. The NSA recipe infuses Golden Promise and Optic Malts with Fuggles Hops giving the brew its distinctive taste and confident character. Golden Promise features large, robust grains and a mellow, malty flavor, contributing to the beer's clean, crisp appeal. The Optic malt helps to brighten things up by producing a wonderfully aromatic and slightly sweet wort, along with that classic pale ale coloring. Finally, Fuggles hops infuse a lot of aroma into Newcastle Summer Ale, giving it a distinct mild-to-medium hoppy taste with a hint of bitterness. Newcastle Summer Ale pairs perfectly with a range of fresh and grilled summer foods. It is great enjoyed just about anywhere, with just about anyone.

“Newcastle drinkers are spirited and adventurous,” says Colin Westcott Pitt, Brand Director Newcastle Brown Ale. “They like to try new things. Who better to offer them something new to add to their repertoire than their favorite brewer – Newcastle. Newcastle Summer Ale takes the edgy, unconventional character that is the hallmark of Newcastle Brown Ale and marries it with a lighter, more refreshing brew that is perfect for the long hot days and warm, sultry nights of summer.”

To support expansion on-premise, limited edition Newcastle Summer Ale glassware has been designed to show off the beer’s hoppy aromas. Additional custom developed materials including coasters, table tents and tap handles will be available to promote the beverage on-premise while price cards, posters and cooler decals will be available to merchandise the Newcastle Summer Ale off-premise.

“92 percent of consumers who tried Newcastle Summer Ale in our test launch said they would drink it again.” added Westcott Pitt. “Like big brother Newcastle Brown Ale, Newcastle Summer Ale is like no other. Its unexpectedly clean refreshing taste with slight bitter undertones makes it a true stand out among summer seasonal beers.”


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