Heineken's US unit has launched a limited-edition extension to the Newcastle Brown Ale brand - Cabbie Black Ale - in bars and liquor stores nationwide.
Newcastle Cabbie is a deep, dark black ale with 4.2% ABV and a soft hoppy aroma and subtle fruit notes that lead to bittersweet tastes of chocolate and coffee. Brewed and bottled in the UK, its label and packaging feature a London-style black taxi cab.
To support the launch, the Dutch brewer's US unit has teamed up with Taxi Magic, a smartphone app that is available for Android and iPhone and operates in more than 60 cities.
Together, both companies will distribute more than $1m in free cab fares around the US throughout the holiday season.
Newcastle Brown Ale brand manager Brett Steen said: "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."
Newcastle Cabbie will be priced comparably to Newcastle Brown Ale and available nationally from November 2013 through March 2014 in 6-packs and 12-packs, at retail and on tap for on-premise accounts in most major markets.
