Brewing Companies Get Ready for Cooler Temperatures

NEW YORK -- As temperatures continue to heat up this summer, shattering records across the country, some malt beverage companies are already looking forward to the change in seasons.

This fall, Newcastle Brown Ale will be offering an online retail program called "Your Beer. Your Gear." Adult shoppers will be able to purchase everything from T-shirts to baseball caps, and messenger bags to hoodies. They can also receive a discount by entering the UPC from their Newcastle bottle, according to a company release.

Point-of-sale materials and channel-specific cross-merchandising offers, where legal, will be available to promote the program at convenience, grocery and liquor stores across the United States. Newcastle will also be running outdoor and television advertising during the September through December program period.

"The 'Your Beer. Your Gear.' program is all about discovering new ways to celebrate individuality with Newcastle Brown Ale," explained Brett Steen, trade marketing manager, Heineken USA. "For consumers, individuality in the beer they drink and the gear they wear. For our retail partners, individuality in the products and programs they promote in their outlet to drive sales and increase their bottom line."

Heineken is also preparing for the holiday season with its "Spread Your Holiday Cheer" retail program. The program, which will run from October through December, includes channel-specific offers and incentives (where legal) to encourage consumers to buy Heineken and Heineken Light, while increasing retailer profitability during a critical selling period, the company explained in a news release.

Through a proprietary mobile app, accessed by scanning the JAGTAG code technology on Heineken's Holiday POS, shoppers will have immediate access to images, recipes and e-card greetings they can share with friends through social media outlets, according to the company. In addition, shoppers can take advantage of cross-merchandising offers on products that have a strong cross-purchase index with import beer including: fresh or hot food items, ice, soft drinks and Stolichnaya Vodka (in participating outlets).

"Heineken Holiday sales momentum starts in November and continues to build through the end of the year, resulting in as much as a 150-percent lift in cases on promotion during the last week of December," said Andrew Freeman, trade marketing manager, Heineken USA. "Our 'Spread Your Holiday Cheer' program provides retailers with the tools and flexibility to drive up their higher-margin Heineken sales and promote what is important in their store, while reaching consumers with added value and convenience through technology that is relevant to their lifestyle. It's a win for everyone."

But at least one company is not ready to let go of summer yet. Corona Extra is extending its "Find Your Beach" campaign with a new television spot. The new advertisement is part of its campaign that features everyday situations that are transformed into the Corona beach.

"The 'Find Your Beach' platform allows us to extend the iconic Corona "beach" mindset to consumers by making it accessible to people, wherever they find themselves," said Jim Sabia, chief marketing officer, Crown Imports, Corona's exclusive U.S. importer.