Two breweries owned by Heineken USA are collaborating.
The company has announced the March 2019 relaunch of Newcastle Brown Ale, brewed by Lagunitas Brewing Company.
“Now with Lagunitas in the family, we have the perfect partner to reimagine our beloved Newcastle Brown Ale,” says Amy Tay, brand director. “Lagunitas Brewing Company is one of the most recognized and respected brewers in the craft beer space.”
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 slightly roasty with a hoppy note, the company says.
“We are not known for malty beers,” says Jeremy Marshall, Lagunitas brew master. “We are really honored and excited to re-imagine the new Newcastle Brown Ale using our malts, hops, and yeast for a silky smooth flavorful experience.”
To support the launch along with highly targeted digital outreach, the team will lead with retail sampling, brew tastings at community events and fan influencer engagements. In addition, a range of POS and merchandising materials for both retail and on-premise accounts will help encourage shoppers and on-premise drinkers to try this new brown ale.
Newcastle Brown Ale will be produced at Lagunitas’ breweries in Petaluma, CA. and Chicago, IL. It’s available in 12-oz. bottles in packs of 6, 12 and 24 — as well as a 7.75-gallon slim steel keg. The brand will continue to be marketed by Heineken USA and distributed through its network.
