US: Newcastle Brown Ale tunes in with Napster

By just-drinks.com editorial team | 21 April 2006

Newcastle Brown Ale has agreed a promotional partnership in the US with digital music brand Napster.

The deal is part of the brand's overall strategy to reach its key customer demographics through music-related promotions. Newcastle Brown Ale is distributed across the Atlantic by Scottish & Newcastle Importers, the US arm of the UK's largest brewer, Scottish & Newcastle.

Bill Wetmore, marketing director for Scottish & Newcastle Importers said: "We look for partners that complement our brand's unconventional nature. Given the synergy between Napster's independent spirit and Newcastle Brown Ale's position as 'The One and Only', we found this to be an ideal partnership."

Sectors: Beer & cider