Newcastle Brown Ale has announced the upcoming release of Newcastle Cabbie this November. Heineken USA describes Newcastle’s newest limited edition, Cabbie, as "a deep, dark black ale that has a soft hoppy aroma and subtle fruit notes that lead to bittersweet tastes of dark malt, chocolate, coffee and vanilla." To support the launch, a national social responsibility program will be introduced to encourage consumers, 21 and older, to get home safely throughout the holiday season. Depending on the market, the initiative will offer a $5 credit toward a cab fare using the Taxi Magic app, or the chance to win a year of free cab rides home.
“During the holidays, there are increased incidences of people driving under the influence,” states Brett Steen, brand manager, Newcastle Brown Ale. He continues, “Newcastle has always been committed to promoting responsible consumption and safety, and we are especially thrilled to announce an exciting collaboration between Newcastle Cabbie Black Ale and Taxi Magic which will help consumers find safe rides home this winter and holiday season.. Taxi Magic allows users to not only find and book taxis based on their location, but also to track the arrival of the taxi, charge the ride to a credit card and receive an e-receipt.”
This winter, Newcastle Cabbie will not only be supported by the proprietary packaging and POS for the social responsibility program, but also a national digital campaign, an extensive social media promotion, and cutting-edge sampling activations (where legal). Additionally, there will be compelling, multi-layered consumer overlay with a gifting component for the holidays.
Newcastle Cabbie has an alcohol by volume (ABV) of 4.2 percent and 25 International Bittering Units (IBUs). It will be priced comparably to Newcastle Brown Ale and available nationally from November 2013 through January 2014 in 6-packs and 12-packs at retail and in draught format for on-premise accounts in most major markets.