Newcastle Brown updated to target younger drinkers
Scottish Courage is revamping its Newcastle Brown Ale brand, and backing it with a through-the-line marketing push to strengthen its appeal to younger consumers.
Scottish Courage is revamping its Newcastle Brown Ale brand, and
backing it with a through-the-line marketing push to strengthen its
appeal to younger consumers.
The brewer is dropping the word ’ale’ from the label and has updated the
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bottle’s design to give it a more contemporary feel.
The new look will be followed by an advertising and direct marketing
campaign through Carlson Marketing Group, which has been working on a
strategy since April last year.
Trevor Pettit, creative director at Carlson, declined to reveal details
of the campaign, which is at research stage, but said it would herald a
major change in direction: ’We’re going to reinvigorate the brand. It’s
not had a lot of support in the past year or so.’
While Newcastle Brown Ale still has a 70.7% share of the premium bottled
ales market in the on-trade, sales of the brand by volume have declined
over the past year, down 7% in the off-trade and falling 13% in the
on-trade.
This has prompted Scottish Courage to market the brand more aggressively
to win back drinkers in an increasingly competitive market.
Sanjay Patel, who took over as brand manager for Newcastle Brown Ale in
December, said: ’We’re freshening up the image in line with the
expectations of our target audience, which is 18- to 24-year-olds.
People don’t actually use the word ’ale’ when ordering the brand.’
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