Newcastle's New Beer Tied to Social Responsibility Platform

NEW YORK -- Newcastle Brown Ale wants customers aged 21 and older to enjoy its products responsibly, so to coincide with the release of Newcastle Cabbie Black Ale, the brewer is launching a national program promoting safety.

"During the holidays, there are increased incidences of people driving under the influence," said Brand Manager Brett Steen. "Newcastle has always been committed to promoting responsible consumption and safety, and we are especially thrilled to announce an exciting collaboration between Newcastle Cabbie Black Ale and Taxi Magic, which will help consumers find safe rides home this winter and holiday season. Taxi Magic allows users to not only find and book taxis based on their location, but also to track the arrival of the taxi, charge the ride to a credit card and receive an e-receipt."

In markets that support Taxi Magic, the Newcastle Cabbie point-of-sale (POS) will feature a short code that will enable customers to download the Taxi Magic mobile app directly to their smartphones. Customers will receive a $5 credit when they download the app and will have the option to gift a $5 credit to a friend.

In markets where Taxi Magic is not available, alternative POS will be used to promote a text-in program, in which consumers will text a short code for the chance to win free cab rides home for one year, the brewer stated. New Cabbie POS materials include tuck cards, cooler decals and standees.

Newcastle Cabbie is a deep, dark black ale that has a soft, hoppy aroma and subtle fruit notes that lead to bittersweet tastes of dark malt, chocolate, coffee and vanilla. The product will be priced comparably to Newcastle Brown Ale and available nationally from November through January in six-packs and 12-packs.

Newcastle Brown Ale is imported into the United Stated by Heineken USA Inc., a subsidiary of Heineken International BV.