AWSI: Brits Ambush the 4th…

It’s been an interesting year for beer promotions. Dos Equis (The most interesting man in the world beer) a brand of Heineken USA, White Plains, N.Y., began the year with a Game Changer initiative that ran through March (and the St. Patrick’s Day celebration).


Then Guinness took on Cinco de Mayo.


So why not have a beer from the U.K., Newcastle Brown Ale, invent a holiday — Independence Eve?


Per Newcastle, the idea of the tongue-in-cheek campaign, created by Droga5 (again!), is to “honor all things British that Americans gave up when they signed the Declaration of Independence.”
To mark the new holiday, the brewer is introducing the “Revolutionary Koozie,” which will be handed out at bars around the country on July 3. It features the British flag on one side and the American flag on the other. At the stroke of midnight, you’re encouraged to turn your beer 180 degrees and go “from honorary British subject to proud American with the twist of a fist.” The campaign extends to digital with a transformation of the brand’s Facebook page and a series of daily GIFs highlighting the differences “between British America and American America.”


Very clever.

For further amusement, check out Newcastle’s posts on Facebook

Our gang and founder favor microbrews when we drink out — but thanks to this campaign, we may give Newcastle a try.


You should know that Newcastle is distributed by Heineken USA portfolio brands. Heineken is also responsible for Dos Equis.

Stay curious my friends!

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  1. Newcastle is at it again.

  2. The Newcastle’s Facebook page super funny — I’d probably never knew about it, if it wasn’t for this post.

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