Newcastle Importers, the US importer of Newcastle Brown Ale, is launching a campaign that allows consumers to customise their own bottle label.

The 'Your Beer. Your Label' consumer programme kicks off in February 2010 and gives consumers an opportunity to create a personalised Newcastle Brown Ale label, the company said today (3 December).

Labels will be shown on the firm's website with top designs used at local Newcastle Brown Ale events.

At retail, Point-of-sale materials including 3-D pole toppers and display enhancers will communicate the programme and deliver customisable bottle label stickers in-pack, on specially marked 12-packs and in-store.

Labels can be viewed online at At the end of the programme, winning designs will be selected and displayed in an online exhibition.

Newcastle Brown Ale is owned by Heineken UK, a part of the Heineken group.