Heineken USA is bringing back its summer seasonal, Newcastle Bombshell Blonde Ale, featuring artwork of its swimsuit-clad namesake sun bather.
“Newcastle Bombshell is a smooth, great-tasting summer beer. But we can’t expect people to take us at our word on that,” says Quinn Kilbury, brand director for Newcastle Brown Ale. “No matter how much we talk about how smooth and great-tasting Newcastle Bombshell is, we’ll catch more people’s attention with an attractive woman on the packaging than we would with talk about how smooth and great-tasting Newcastle Bombshell is. Did I mention that Newcastle Bombshell is smooth and great-tasting?”
Newcastle Bombshell is brewed with Cascade, Hallertau and Northdown hops. The combination, the company says, helps balance the light-colored golden ale’s light aroma and bitterness with toasted malt for a smooth, clean finish. The balanced brew features a floral hop aroma and a hint of fruitiness. At 4.4 percent alcohol by volume, the beer has 125 calories per 12-ounce serving and 28 IBUs.
Newcastle Bombshell will be available from April through July. The beer is being promoted with not only its eye-catching packaging design, but point-of-sale displays, extensive social media promotion and cutting-edge sampling activations. It's availabe in 6- and 12-packs .