Newcastle Brown Ale Takes a aNo Bollocksa Approach to Summer Sales

NewcastleNewcastle Brown Ale is kicking off summer sales with the extension of its popular “No Bollocks” retail program. Beginning in May, Newcastle will bring a fresh and exciting twist to retail outlets throughout the country designed to encourage adult consumers, 21 and older, to bring a refreshing dose of honesty and fun to their at-home consumption and summer entertaining while enjoying the taste of Newcastle Brown Ale.

“No Bollocks” isn’t just a tagline. It is at the heart of everything Newcastle from TV and digital advertising to on-premise activation and retail programming,” said Brett Steen, Brand Manager for Newcastle, HEINEKEN USA. “Our consumers have spoken. They are tired of the same old marketing clichés. This summer, Newcastle pulls back the veil on beer marketing and promotions by admitting that it won’t make consumers more popular, better looking or funnier – it can’t. It’s a beer. But it is a refreshingly delicious beer that provides support elements our retail partners need to drive incremental sales of Newcastle Brown Ale this summer.”

At retail, a range of signature “No Bollocks” display and POS materials will stop traffic and bring the program to life in store.  Channel relevant cross-merchandising IRC (instant redeemable coupons) and MIR (mail in rebate) offers (where legal) on seasonally-relevant items and the purchase of Newcastle will also be available to drive higher basket rings for participating retailers.

Steen concluded, “Whether on display, shelf, or in the cold box, Newcastle’s “No Bollocks” Summer retail program will keep Newcastle Brown Ale top of mind this summer through simple, transparent and humorous in-store communication and special offers that shoppers can relate to and that provide exactly what they need for a fun filled summer from their favorite “No Bollocks” brew, Newcastle.”


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