Newcastle to Launch College Hoops Promo

In celebration of the 2014 college basketball tournament season, Newcastle Brown Ale will launch a retail and on-premise program designed to celebrate the “underdog.”

From March 1 to the end of April, Newcastle’s “Unofficial Beer of the Underdog” POS elements will direct consumers to Tweet their thoughts on tournament play using the #UnofficialUnderdog hashtag for a chance to win prizes. At the end of each game, winners will be randomly selected and sent a direct message from Newcastle with instructions for redeeming their prize. Newcastle will also reward participants with mail-in-rebate coupons throughout the tournament.

“Newcastle drinkers are big fans of college basketball,” noted Brett Steen, brand manager, Newcastle Brown Ale. “In fact, 31% of our drinkers watch championship basketball and 34% of these loyal Newcastle fans watch tournament play at their favorite bar – 11% more than drinkers of other import brands.”

Steen added that the program "offers retailers and on-premise accounts a timely and fun way to further engage tournament enthusiasts while driving incremental sales and profits of fan favorite Newcastle Brown Ale.”

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