“But I didn’t even know Heineken had an ale portfolio,” I hear you say.
Well they do now – since they bought Scottish & Newcastle, they ultimately control John Smiths, Caledonian (Deuchars) and Newcastle Brown – still the UK’s biggest selling bottled ale. And it’s Broon that cropped up on my morning ‘Hops and Glory’ Google Alert:
The accompanying blurb reads:
Newcastle Summer Ale, the first seasonal ale from Newcastle, is available for a limited time. Summer Ale is a draught beer available in select markets until mid-September. The light-colored ale infuses Golden Promise and Optic Malts to provide a hoppier taste. It also blends Fuggles and Super Styrian Goldings Hops. For greater promotion possibilities, Newcastle Summer Ale glassware, with a wider rim and new logo celebrating “Hops and Glory,” also is available.
It’s nothing to do with my book – so I don’t know whether to be pleased or miffed. Hopefully it’ll do something to raise awareness. No idea what it’s like – should try some before judging I suppose. But it does show that they feel there’s a reason to not just let their ales wither on the vine. Or should that be ‘bine’?
BTW – in the theme of the week – the website I lifted this from has a link ‘to find out more’ about the beer. The link takes you to Heineken’s ‘Drink Responsibly’ page, which tells you nothing about beer but tells you what to do if you have a problem with your drinking.