The Tasting Panel magazine

May 2013

Issue link:

Contents of this Issue


Page 110 of 148

WHAT'S BREWING Time for a Summer Fling NEW, LIMITED-EDITION NEWCASTLE BOMBSHELL ENCOURAGES BEER LOVERS TO EMBRACE THE BLONDE by David Gadd I n 1927, after three years of research, Colonel Jim Porter created Newcastle Brown Ale. With its unique coppery brown color, moderate hops and ever-so-drinkable character, it was specifically designed to quench the thirst of hardworking Englishmen in Britain's industrial northeast. After sweeping the International Brewery Awards in 1928 (the medals are still shown on the label), Newcastle Brown Ale quickly became an iconic pub favorite throughout the U.K. and has evolved into a certified phenomenon with American beer drinkers—the dark beer that's easy to drink. But just as Newcastle fans are ready to cuddle up once again for the summer with this lovely North Yorkshire brunette, here comes a new—and enticingly different—beer from Newcastle to turn their heads and whet their warm-weather palates: Newcastle Bombshell. Launching nationwide this month, Newcastle Bombshell is a real British beauty—a refreshing, blonde golden ale brewed to inspire summer fun, with a hint of naughty thrown in for good measure. "An Englishman's first love is his Brown Ale, but it's now acceptable to have a summer ling with a pale English blonde," said Charles van Es, Brand Director for Newcastle Brown Ale. "Newcastle Bombshell is ideal for carefree and classy summer adventures—just one sip of the well-balanced brew and you'll agree that she's a true, honest bombshell." The English-style blonde ale delivers sedate but lowery hops aromas, creamy texture, true ale lavors with buttery breakfast scone notes and a lingering, caramellaced inish. Brewed with a combination of Cascade, Hellertau and Northdown hops, Newcastle Bombshell has an alcohol by volume (abv) of 4.4 percent with 28 International Bittering Units (IBUs). Marketing Support Importer HEINEKEN USA is backing up the launch of Newcastle Bombshell with breakthrough retro-styled, pinup-themed packaging and POS, as well as strong advertising and marketing support that includes a national TV ad, extensive social media promotion and cutting-edge sampling activations to create va-va-voom excitement and encourage beer drinkers—whether hardcore Newcastle Brown fans or curious others—to take this buxom blonde for a spin. "Seasonal brews represent a major growth opportunity for the import beer segment," van Es says. "Our Newcastle Limited Editions address consumer's growing demand for higher-quality new styles and taste proiles while helping retailers and on-premise operators with timely and exciting new brews to drive seasonal sales." We couldn't have put it better ourselves. Newcastle Bombshell is available nationally in 6-pack and 12-pack bottles, priced comparably to Newcastle Brown Ale. Bombshell will also be available on draught at ine pubs in select markets. Behave! Visit for more info. 1 10 / the tasting panel / may 2013

Articles in this issue

Links on this page

Archives of this issue

view archives of The Tasting Panel magazine - May 2013