Newcastle Aims for Light Beer Drinkers
Newcastle Brown Ale is campaigning to reach out to the drinkers of light beer. A common misconception about this brown ale is that it is heavy and bitter, but Newcastle is looking to change that perception. Newcastle Brown Ale is the No. 1 imported ale and the No. 1 brown ale, according to Nielsen Expanded All Outlets Combined + Convenience data for the latest 52 weeks ending May 23, 2015.
The new campaign includes a video which informs those hesitant to try this brown ale that it is better tasting and smoother than they thought. To encourage consumers to try this refreshing ale, Newcastle is offering coupons and rebates and even a contest to win a trip to London.
The video, titled “Misconceptions,” debuted June 22, at NewcastleBrown.com. It features several new-to-Newcastle beer drinkers learning that everything they thought about the beer was dead wrong— specifically, that its flavor was anything less than wonderfully pleasant and smooth.
The brewer aims to dispel a surprisingly common misconception, reminding beer drinkers that despite its rich, dark color, Newcastle Brown Ale is by no means heavy or bitter. In recognizing the error of their ways, the Newcastle drinkers in the video are intentionally, humorously over the top in conveying one very simple message: Newcastle is better than you thought.
“We’ve found that because of Newcastle’s full, brown color, people sometimes think that it’s a heavy beer,” said Priscilla Flores Dohnert, brand director for Newcastle Brown Ale. “But they couldn’t be more wrong! Yes, it is full-bodied, but it’s also very smooth and refreshing. We made a video that helps bring that to life in a completely unsubtle, fun, Newcastle sort of way.”
The Newcastle summer program will be supported with instant redeemable coupons and mail-in rebates (where legal) that encourage fans to swap out their traditional summer-party beers for Newcastle’s classic Brown Ale. Find those and more on the “Savings” page at NewcastleBrown.com.