Newcastle Launches Black Ale, Social Responsibility Program

Newcastle Brown Ale, a brand of Heineken USA, has unveiled the November release of Newcastle Cabbie, a limited-edition, 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.

To support the launch, the brand will introduce a national social responsibility program to encourage consumers to get home safely throughout the holiday season.

“During the holidays, there are increased incidences of people driving under the influence,” said Brett Steen, brand manager, Newcastle. Steen added that the brand “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 is a service that allows users to find and book taxis based on their location, track the arrival of the taxi, and charge the ride to a credit card and receive an e-receipt.

In markets with Taxi Magic, Newcastle Cabbie POS will feature a short code to download the Taxi Magic mobile application directly to a smartphone. Newcastle will reward consumers with a $5 credit when they download the app, and give them 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 where consumers will text a short code for the chance to win free cab rides home for one year. POS elements include tuck cards, cooler decals and standees for off-premise retailers, while coasters, tap handles and special glassware will be available for on-premise locations.

This winter, Newcastle Cabbie also will launch a national digital campaign, an extensive social media promotion, sampling activations, as well as a multi-layered consumer overlay with a gifting component for the holidays.

Newcastle Cabbie will be priced comparably to Newcastle Brown Ale and available nationally from November 2013 through January 2014 in 6- and 12-packs at retail and in draught format for on-premise accounts.

Heineken USA, a subsidiary of Heineken International BV, imports a variety of European brands into the U.S., including Heineken Lager, Heineken Light and Amstel Light.