Newcastle Foreign Extra IPA Joins Newcastle Brown Ale and Newcastle Scotch Ale in 12-bottle Variety Pack.
Newcastle Brown Ale announces the introduction of its second, limited-edition variety pack brewed in collaboration with Caledonian Brewery, one of the oldest and most respected breweries in the U.K. Newcastle’s new Fall Variety Pack will include offerings with higher ABVs and IBUs (International Bitter Units) targeting LDA+ male shoppers, age 21-39, who seek variety and more complexity to enjoy and share with friends.
Variety Packs are a growing trend, up +16% CAGR from 2010-2014 .
“Today’s drinkers are always looking for new tastes and styles to add to their beer repertoire. Variety packs are a great way to showcase new beer styles and deliver consumers the variety they crave in one convenient format. Higher alcohol beers are also a growing segment, contributing $1.4B in growth over the past 3 years , making the variety pack the perfect way for Newcastle to introduce Newcastle Foreign Extra IPA, a 6.5% ABV offering and the brand’s first hop forward IPA.”
– Priscilla Dohnert, Brand Director, HEINEKEN USA
Perfect for fall get-togethers, the Newcastle Variety Pack includes: newcomer Newcastle Foreign Extra IPA (6.5% ABV, 65 IBU), a dark gold IPA with hop bitterness, yet balanced with floral/citrus notes, malty undertones and a slightly sweet finish; returning limited edition, Newcastle Scotch Ale (6.4% ABV, 40 IBUs), a rich, full flavor and fulfilling fusion of malts with toffee notes and a mellow hop; and classic Newcastle Brown Ale (4.7% ABV, 18 IBUs), a golden-brown ale with a rich, full-bodied flavor with a refreshing and lightly sweet finish.
Newcastle Variety Pack will be available beginning in September in 12-pack bottle format.
 Nielsen FDCM+, 52 weeks ending 6/21/14, Nielsen FDCM+, full year 2014 vs 2011