Newcastle Brown Ale, the leading imported ale in the U.S., announces that it is bringing back its popular Newcastle Werewolf limited edition brew just as the heat of summer fades to the cooler days of fall. 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 that is long and lingering.
“We are thrilled to bring back the popular Newcastle Werewolf, a proven favorite among consumers, 21 and older, retailers and on-premise operators,” said Brett Steen, Brand Manager for Newcastle, 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 dedicated Werewolf TV spot (national) to its arsenal of support to create even more interest and drive traffic to local retail and on-premise accounts. Local sampling (where legal) and Werewolf themed display and POS materials will be available to stop traffic and encourage patrons to experience the bite of a Werewolf for themselves.