Brown Ale Relaunch

Heineken USA announced the March 2019 relaunch of Newcastle Brown Ale brewed by Lagunitas Brewing Co., a new brew that celebrates the Altogether Uncommon by bringing together a unique blend of pale and roasted malts with American hops. The new liquid is brewed with American Centennial and Chinook hops, fermented using the Lagunitas’ English house ale yeast. The medium-colored brown ale is smooth, crisp slightly roasty and complete with a delicious hoppy twist. Not too sweet; not too bitter. To support the launch along with highly targeted digital outreach, the team is leading with retail sampling, brew tastings at community events and fan influencer engagement that will let the delicious new brew speak for itself. In addition, a range of POS and merchandising materials for both retail and on-premise accounts will be available to encourage shoppers and on-premise drinkers to try this new brown ale. Newcastle Brown Ale will be produced at Lagunitas’ breweries in Petaluma, Calif. and Chicago, and will be available in 12-ounce six-, 12- and 24-pack bottles and a 7.75-gallon slim steel keg.

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