Newcastle: The Unofficial Beer Of The Underdog

Retail & On-Premise Program Leverages College Basketball Tournament No Bollocks Style

Newcastle: The Unofficial Beer Of The UnderdogNewcastle Brown Ale, the leading imported ale in the U.S., is setting the stage for increased sales during the 2014 college basketball tournament season with retail and on-premise programming that celebrates the underdog. Newcastle’s Unofficial Beer of the Underdog program elements encourage adult fans everywhere to cheer on their favorite underdog team for the chance to win prizes and discounts from the tournament tip off through the final championship games.

Seasonally relevant retail and on-premise POS elements that leverage the brand’s unique personality, will engage tournament fans and invite them to go to #UnofficialUnderdog to tweet their thoughts on tournament play and earn the chance to win prizes. At the end of each game, winners will be randomly selected and sent a direct message from Newcastle with instructions for redeeming their prize. In addition, Newcastle will reward participants with MIR (mail-in-rebate) coupons (where legal) all tournament long.

“Newcastle drinkers are big fans of college basketball,” noted Brett Steen, Brand Manager, Newcastle Brown Ale. “In fact, 31% of our drinkers watch championship basketball and 34% of these loyal Newcastle fans watch tournament play at their favorite bar – 11% more than drinkers of other import brands. Our Unofficial Beer of the Underdog program offers retailers and on-premise accounts a timely and fun way to further engage tournament enthusiasts while driving incremental sales and profits of fan favorite Newcastle Brown Ale.”

Newcastle’s Unofficial Beer of the Underdog program runs March 1st through the end of April. Program POS elements include posters, table tents and bracket posters for on-premise and pole topper, bracket table, trio chair, price card, shelf wobbler and cooler decal for retail accounts.

HEINEKEN USA Inc., the nation’s leading upscale beer importer, is a subsidiary of Heineken International BV, the world’s most international brewer. European brands imported into the U.S. include Heineken Lager, the world’s most international beer brand, Heineken Light, Amstel Light, Newcastle Brown Ale, and Strongbow cider. HEINEKEN USA also imports the Dos Equis Franchise, Tecate Franchise, Sol, Indio, Carta Blanca and Bohemia brands from Mexico. For a safe ride home, download the HEINEKEN USA-sponsored Taxi Magic™ application from your smartphone at