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Lagunitas creates new Newcastle Brown Ale in the US for Heineken

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Heineken has tasked its Lagunitas Brewing Co division with relaunching the Newcastle Brown Ale brand in the US.

The updated version of Heinekens Newcastle Brown Ale will launch in the US this month

The updated version of Heineken's Newcastle Brown Ale will launch in the US this month

California-based Lagunitas, which came under Heineken's full control in 2017, has created a new recipe for Newcastle Brown Ale that is "not too bitter, not too sweet", according to Heineken's US unit. The updated version will be released in the US next month.

As part of the relaunch, Heineken USA will offer prizes to selected followers of the brand's Facebook page in the country. Sampling activations will also be held over the Summer at local events and festivals.

"Working together with our friends at Lagunitas Brewing Co, we've created an uncommonly balanced brown ale, brewed through a unique blend of pale and roasted malts," said Newcastle Brown Ale's brand director, Amy Tay. "The result is a smooth, crisp, slightly roasty beer, complete with a delicious hoppy twist that's not too bitter, not too sweet."

Heineken inherited Newcastle Brown Ale when it partnered with Carlsberg in 2008 to acquire parent company Scottish & Newcastle.

Lagunitas - the US brewery that wants to infect Heineken - Click here for a just-drinks focus


Sectors: Beer & cider

Companies: Heineken

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