Heineken USA is proud to announce the March 2019 relaunch of Newcastle Brown Ale brewed by Lagunitas Brewing Company, a new brew that celebrates the Altogether Uncommon by bringing together a unique blend of pale and roasted malts with American hops.
“Lagunitas Brewing Company is one of the most recognized and respected brewers in the craft beer space,” commented Amy Tay, Brand Director. “Now with Lagunitas in the family, we have the perfect partner to reimagine our beloved Newcastle Brown Ale.”
The new liquid is brewed with American Centennial and Chinook hops, fermented using the Lagunitas’ English house ale yeast. The medium-colored brown ale is smooth, crisp slightly roasty and complete with a delicious hoppy twist. Not too sweet; not too bitter.
“We are not known for malty beers,” said Jeremy Marshall, Lagunitas Brew Master. “We are really honored and excited to re-imagine the new Newcastle Brown Ale using our malts, hops, and yeast for a silky smooth flavorful experience.”
To support the launch along with highly targeted digital outreach, the team is leading with retail sampling, brew tastings at community events and fan influencer engagement that will let the delicious new brew speak for itself.
In addition, a range of POS and merchandising materials for both retail and on-premise accounts will be available to encourage shoppers and on-premise drinkers to try this new brown ale.
Tay concluded, “Newcastle Brown Ale is all about our consumers. With this significant move we are showing these drinkers that, while uncommon, it isn’t impossible to teach an old dog new tricks!”
Newcastle Brown Ale will be produced at Lagunitas’ breweries in Petaluma, CA. and Chicago, IL, and will be available in 12oz x 6, 12 and 24-pack bottles and a 7.75-gallon slim steel keg. The brand will continue to be marketed by HEINEKEN USA and distributed through its network.