Newcastle Unveils Fall ‘No Bollocks’ Program

Newcastle Brown Ale, a brand of Heineken USA, has unveiled details of the fall iteration of its popular “No Bollocks” retail program. Beginning in September, Newcastle will provide retailers with No Bollocks POS and retail offers designed to reinforce the no-nonsense authenticity and distinct taste of Newcastle.

“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.

The 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,” Steen added.

At retail, a range of seasonal No Bollocks materials will aim to drive interest and encourage shoppers to purchase Newcastle. IRC (instant redeemable coupons) and MIR (mail in rebate) offers 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.”

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.