Heineken USA has enlisted its Lagunitas Brewing Company division to relaunch its Newcastle Brown Ale beer brand in the US.
The Dutch brewer said it has played matchmaker to the beer and Lagunitas to modernise the “iconic” brown ale for release in March 2019.
Amy Tay, brand director for Newcastle Brown Ale, said: “Working together with our friends at Lagunitas Brewing Company, we’ve created an uncommonly balanced brown ale, brewed through a unique blend of pale and roasted malts.
“The result is a smooth, crisp, slightly roasty beer, complete with a delicious hoppy twist that’s not too bitter, not too sweet, and altogether uncommon.”
She added: “Whether you’re a super fan of Newcastle Brown Ale, or just an enthusiast of great craft beer, you’re going to love cracking open a bottle of the new brew and enjoying a silky-smooth, flavourful experience.”
As part of the launch, Newcastle Brown Ale will select random Facebook followers and gift them with exclusive swag, encouraging them to taste the new beer and share the word with their friends.
The brand will also invest in additional sampling opportunities at events and festivals in select cities from April to September.
In 2017, Heineken bought out the remaining shares in California’s Lagunitas Brewing Company, two years after acquiring a 50% stake.
The division has since partnered with California cannabis manufacturer CannaCraft to create a range of THC-infused beverages.
© FoodBev Media Ltd 2020
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