Strongbow, Newcastle Brands Ready Fall Programs

WHITE PLAINS, N.Y. -- As the summer season comes to a close, Heineken USA Inc. brands Newcastle Brown Ale and Strongbow Hard Cider are setting their sights on fall and holiday retail programs.

Beginning in September, Newcastle will continue its "No Bollocks" point-of-sale (POS) and retail offers that reinforce the "no nonsense" authenticity and distinctly original taste of Newcastle Brown Ale and the Newcastle Limited Edition brews, the company said.

"Our 'No Bollocks' fall program is honest, straightforward and provides relevant and enticing offers that deliver value to consumers and incremental sales opportunities to our retail partners," said Brett Steen, brand manager for Newcastle. “Newcastle’s ‘No Bollocks’ campaign aims to simplify the beer selection process for consumers by offering them a great-tasting, truly authentic beer – brewed the same way since 1927 – in our patented tongue-in-cheek style.”

The fall campaign will feature a range of seasonal “No Bollocks” display and POS materials, as well as instant redeemable coupons and mail-in rebate offers, where legal, for the purchase of Newcastle Brown Ale and one of Newcastle’s Limited Edition Ales.

Meanwhile, for the holiday season, Heineken USA brand Strongbow Hard Cider is aiming to be the catalyst for "golden" holiday experiences for consumers aged 21 and older.

“Thanks to its crisp and refreshing taste, Strongbow Cider is a great alternative offering for the holiday season,” said Charles Van Es, the brand's senior director. “Unlike many other beverage selections, Strongbow has strong appeal for both men and women. It brings the flavor of the season to life and adds a higher level of sophistication to any celebration whether gathering with friends at home or heading out on the town for an evening of fun."

Backed by a fivefold increase in marketing investment and a 125-year history of quality and craftsmanship, Strongbow will take a lead role in driving cider category growth in the United States and delivering higher profit margins to retailers and on-premise operators this holiday season, Van Es added.

At retail, Strongbow's program will combine a range of elements to grab shoppers' attention. Custom-designed display and POS materials will decorate retail outlets and invite shoppers to “like” and “share” Strongbow Hard Cider with their friends on Facebook. Shoppers who participate will also receive a $20 mail-in rebate offer on a purchase of $80 or more of groceries and two six-pack bottles or two four-pack cans of Strongbow.

The brand will also offer customers instant redeemable coupons and mail-in rebate offers on the purchase of Strongbow and items that have a high cross-purchase index with the hard cider, including Heineken and Heineken Light, wine, spirits and cheese, the company said.