Heineken's Newcastle Brown Ale is getting a facelift with a little help from their friends at Lagunitas
The brand, created in England by Lieutenant Colonel Jim Porter in 1927, exploded in popularity after it was purchased by Heineken in 2008, largely due to a national advertising campaign that saw it use celebrities and tongue-and-cheek self-awareness. But the last few years haven’t been kind to Newcastle.
Although the beer being produced for Newcastle at the Lagunitas facility is still called Newcastle Brown Ale, the Lagunitas-brewed product will feature a different label than that of other Newcastle Brown Ales brewed at 75 breweries around the world and a different recipe. “People want choice and variety, and some days you feel like having a lager. Some days it’s a seltzer. If you have good liquid, the product will speak for itself.”
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