Defending the Castle
Once the pride of Newcastle’s local working class, this brown ale was no longer a consideration of the craft beer drinking millennial. Brown ales are considered too bitter and Newcastle is just not worth the price if it wasn’t a craft. The truth is, Newcastle Brown Ale is surprisingly less hoppy and sweeter than other brown ales and the liquid is actually positioned in between fuller ales and lighter ones, giving it a craft uniqueness that consumers needed to be made aware of. Our idea was to get consumers in the know by breaking down the misperceptions of the brand by elevating awareness through the liquid’s unexpected craft-like attributes and its surprising story.