Newcastle Announces Fall “No Bollocks” Retail Program

Newcastle Brown Ale is preparing for increased sales this fall with the continuation of its popular “No Bollocks” retail program. Beginning in September, Newcastle will energize store aisles and shelves with “No Bollocks” POS and retail offers that reinforce the no nonsense authenticity and distinctly original taste of Newcastle Brown Ale and the Newcastle Limited Edition brews. Program elements will provide adult consumers, 21 and older, with a refreshing dose of honesty tailored for their fall “Good Times, Good Friends” occasions.

“Our “No Bollocks” fall program is honest, straightforward and provides relevant and enticing offers that deliver value to consumers and incremental sales opportunities to our retail partners,” said Brett Steen, Brand Manager for Newcastle, HEINEKEN USA. “Newcastle’s “No Bollocks” campaign aims to simplify the beer selection process for consumers by offering them a great-tasting, truly authentic beer – brewed the same way since 1927 – in our patented tongue-in-cheek style.”

At retail, a range of seasonal “No Bollocks” display and POS materials will drive interest and encourage shoppers to purchase Newcastle. IRC (instant redeemable coupons) and MIR (mail in rebate) offers (where legal) will be available on the purchase of Newcastle Brown Ale and one of   Newcastle’s Limited Edition Ales to drive higher beer basket rings for participating retailers.

Steen concluded, “Newcastle’s “No Bollocks” fall program will drive incremental retail sales of higher margin Newcastle Brown Ale and Newcastle’s Limited Editions by offering shoppers exactly what they want from their favorite brands – truly great tasting beer presented in a fun and refreshingly honest way.”

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