News Briefs for May 2, 2013
May 2, 2013•Heineken USA will release a limited edition offering under its Newcastle brand, Bombshell pale blonde ale, beginning in May. Rolling out nationally on draft and in six- and 12-bottle packs and priced comparably to the core Newcastle brown ale brand, Bombshell is 4.4%-abv, brewed with a combination of Cascade, Hellertau and Northdown hops and billed as an English-style blonde ale. The Newcastle brand sells more than 7 million (2.25-gallon) cases in the U.S. annually, according to Impact Databank.
•MillerCoors will launch a new bottle design for Miller Lite this summer. The new packaging, which has a sleek, contoured shape and a “modern interpretation of the brand’s legendary long neck,” will debut exclusively in the on-premise. MillerCoors said consumers overwhelmingly preferred the new contoured bottle to the standard version, and added that it will back the launch with TV, print, radio, out-of-home and digital advertising. Miller Lite’s U.S. sales to retailers were down by single digits in the 12 months through March, parent company SABMiller said. The brand has surrendered 3 million barrels—or 17% of volume—in the U.S. since 2007, according to Impact Databank.
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