US: Heineken returns to Newcastle Brown Ale campaign

By | 12 August 2013

Heineken USA is getting behind its Newcastle Brown Ale brand

Heineken USA is getting behind its Newcastle Brown Ale brand

Heineken's US unit is continuing a marketing campaign for its Newcastle Brown Ale brand through the autumn.

The “No Bollocks” push, which restarts next month, will combine POS ads and promotional offers for Newcastle Brown Ale and Newcastle’s Limited Edition Ales, Heineken USA said late last week. The offers “will energise store aisles and shelves”, the company said.

The “No Bollocks” push first launched in April last year and has since been extended with a series of TV ads comprised solely of still photos.

Expert analysis

Beer in the US

The biggest story in beer in the US in 2012 was the fact that the category achieved positive growth after three consecutive years of decline. Beer manufacturers and distributors are still very concerned that American consumers are moving away from beer towards wine and spirits, but the category’s positive growth shows potential through diversification. Over the review period total volume sales of beer declined by 3% while sales of wine and spirits increased by 12% and 13%, respectively.

Sectors: Beer & cider, Marketing – advertising & promotions

Companies: Heineken

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