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WHITE PLAINS, N.Y. — Newcastle Brown Ale is bringing back its popular Independence Eve campaign for a second straight year. The British-based beer brand is asking Americans to raise a glass of Newcastle beginning July 3, Independence Eve, and “toast the country that nearly ran theirs.”
“This summer, July 4th falls on a Saturday,” noted Priscilla Dohnert, brand director for Newcastle Brown Ale, Heineken USA. “As a result, many legal drinking age-plus (LDA+) consumers will have July 3rd, Independence Eve, off from work. We are celebrating the Independence Eve day off with consumers by inviting them to submit videos to Instagram, thanking Newcastle for the extra day. LDA+ consumers who share their personal ‘thank you’ videos will automatically be entered into our Independence Eve sweepstakes for the chance to win a trip to England, the birthplace of Newcastle.”
To build awareness of the summer program, Newcastle is leveraging its social platforms and partnering with shopper-targeted digital media to deliver custom content and special offers that will drive consumers to local retail outlets, bars and restaurants to purchase Newcastle.
In stores, display and point-of-sale (POS) materials along with channel-specific cross merchandising offers, where legal, will also be featured. On-premise, POS items including posters, banners and table tents will encourage patrons to make Newcastle their go-to beer this summer.
“Summer is the key selling season for the beer category and the competition is fierce,” concluded Dohnert. “Our summer program will help consumers make the most of their summer celebrations with great-tasting Newcastle Brown Ale and retailers drive incremental sales of the No. 1-selling imported ale.”
Newcastle Brown Ale was first brewed in 1927. It is imported by Heineken, headquartered in White Plains.