Just in time for the holidays, Heineken USA has launched Newcastle Cabbie Black Ale, a deep, dark black ale with a soft hoppy aroma and subtle fruit notes that lead to bittersweet tastes of chocolate and coffee.
Introduced in November, Newcastle Cabbie Black Ale will be available on-premise on-tap and off-premise in six- and 12-packs through March 2014. Brewed and bottled in the United Kingdom, its packaging features a London-style black cab.
Newcastle encourages Cabbie drinkers to enjoy its product safely to its fullest, so it has teamed with Taxi Magic to help adult drinkers get home safely. Taxi Magic, the nation’s leading taxi app, is available for Android and iPhone and operates in more than 60 cities.
In cities where Taxi Magic is available, Newcastle Cabbie point-of-sale displays will feature a promo code that rewards consumers with a $5 credit toward a cab fare booked through the app. Where Taxi Magic booking is not yet available, consumers can send a text message to enter for a chance to win free cab rides home for a year. Together, both companies will distribute more than $1 million in free cab fares throughout the holiday season.
“We’re not exactly pioneers in declaring drinking and driving to be utter bollocks, but we’re proud of the fact that we’re putting our money where our mouth is and offering people a tangible incentive to enjoy our product safely,” says Brett Steen, brand manager, Newcastle Brown Ale, Heineken USA, White Plains, N.Y. “Our work with Taxi Magic is a great way to combine responsibility and moderation with Newcastle drinkers’ quest to enjoy living life to the fullest.”