Newcastle Unveils “Your Beer. Your Glass.” Retail Program

WHITE PLAINS, N.Y. -- Newcastle Brown Ale revealed the details of its original "Your Beer. Your Glass." summer retail program, and beginning in May, the company is offering consumers the opportunity to enjoy Newcastle Brown Ale in an authentic Newcastle Geordie Schooner -- a specially designed glass that highlights Newcastle’s smooth and refreshing liquid assets, the company reported.

“The Newcastle drinker appreciates a great pint of beer and will go to great lengths to maximize his/her Newcastle experience,” said Colin Westcott-Pitt, brand director at Newcastle Brown Ale, Heineken USA. “Through our ‘Your Beer. Your Glass.’ program, Newcastle and beer drinkers everywhere will be given the chance to mail in for the exclusive Newcastle Geordie Schooner, and retailers will have the tools to engage consumers in a new and exciting way.”

At retail, point-of-sale (POS) materials including 3-D pole toppers and other themed materials will communicate the program to consumers, while providing the details they need to mail in to procure their own Newcastle Geordie Schooner. Special consumer offers including IRC’s and MIR’s on the purchase of Newcastle Brown Ale six or 12 packs and salty party snacks provide shoppers with less conventional pairings that will enhance their Newcastle experience, the company reported.

“Our ‘Your Beer. Your Glass.’ program is all about discovering Newcastle Brown Ale and experimenting with new ways to enjoy the refreshing lightly hopped, less bitter taste of Newcastle Brown Ale,” said Westcott-Pitt. “The Geordie Schooner is a great way to connect with our current Newcastle consumers and reach out to new consumers while providing our retail partners with a unique and slightly unconventional way to drive summer sales of the ‘one and only’ Newcastle Brown Ale.”

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