Newcastle Brown Ale Rolls Out New Retail Program

NEW YORK -- On the heels of its new No Bollocks national advertising campaign, Newcastle Brown Ale is outlining details of its No Bollocks Guarantee summer retail program. Based on a dedication to honesty and transparency in its new marketing campaign, the No Bollocks Guarantee invites adult consumers to try out Newcastle with a promise that they will either like it or they won't, guaranteed.

"While we are confident that we have an exceptional product in Newcastle Brown Ale, we know that we cannot guarantee that everyone who tries our beer will like it. We can, however, guarantee that everyone who tries it will either like it or they won't," said Charles Van Es, brand director for Newcastle, Heineken USA. "With our No Bollocks Guarantee, we are offering patrons who try Newcastle their choice of a Newcastle Geordie Schooner pint glass or $2 just for uploading a picture and completing a short survey to tell us what they think of Newcastle."

The campaign will feature custom-designed No Bollocks Guarantee POS -- including cooler decals, pole toppers and tuck cards -- to create awareness, engage shoppers and bring the program to life in store from May through September.

"Newcastle Brown Ale is looking to provide consumers with a refreshing dose of honesty," Van Es explained. "Our No Bollocks Guarantee is a compelling program that encourages discerning beer drinkers to experience our authentic British style brown ale without any gimmicks or false promises. We simply want consumers to try our beer, and there's No Bollocks about that."