stle Brown Ale has announced that it is bringing back its popular Newcastle Werewolf limited edition brew just as the heat of summer fades to the cooler days of fall. On shelves from August through October, Werewolf is what brand marketer Heineken USA calls a dual-character, “blood red” ale that starts smooth and mellow and transforms suddenly to offer a bite of bitterness that is long and lingering.“We are thrilled to bring back the popular Newcastle Werewolf, a proven favorite among consumers, 21 and older, retailers and on-premise operators,” said Brett Steen, brand manager for Newcastle, Heineken USA. “During the 2012 fall season, Werewolf sales increased over 100 percent versus 2011 and outperformed other major seasonals during this key selling period. This year, we have the incremental support in place to scare up even greater sales and profit for our trade partners.”
This fall, Newcastle is adding a dedicated Werewolf TV spot (national) to its arsenal of support to create even more interest and drive traffic to local retail and on-premise accounts. Local sampling (where legal) and Werewolf-themed display and POS materials will be available to stop traffic and encourage patrons to experience the bite of a Werewolf for themselves.
Newcastle Werewolf is brewed with rye malts, making it naturally blood-red in color. It has an alcohol by volume (ABV) of 4.5 percent with 23.4 International Bitterness Units (IBUs).
“Werewolf’s creative label design leverages the brand’s intriguing personality,” added Steen. “What better way to toast the changing season than to offer your customers this formidable dual character brew.”
Newcastle Werewolf is available nationally from August 2013 through October 2013 in 6-packs and 12-packs priced comparably to Newcastle Brown Ale. Werewolf will also be available on draught at pubs in most major markets.
