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

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