Heineken has apparently decided to play around with Newkie Brown. It seems they are testing a draft only Newcastle Summer Ale with an Oktoberfest to follow. Denver is definitely being used as test market, though I don't know if there are others. This seems strange to me and the colleague of mine who tasted the product did not like it.
I realize that Heineken USA kind of got saddled with Newcastle and its not very high on their priority list (Heineken, Amstel, Dos Equis obviously coming first), but to attempt the seasonal route, as if Newcastle was a craft brewery seems to follow a bit of the dart board approach.
With a tough import market going on and the recent closing up shop of Heineken USA's Star Brands portfolio, I believe the going is going to get tougher for America's once top selling import.
No comments:
Post a Comment