Newcastle Brown wants alternative uses for glassware

31 January, 2011

Newcastle Brown Ale is promoting its schooner glasses with an instant-win promotion on promotional bottles.

Marketing company Jygsaw Brands wants consumers to come up with alternative uses for the glass. The winning idea will feature on a future label and earn the person responsible up to £5,000 in royalties.

Marketing director John Edwards said: “Over recent years we have promoted the schooner glass as the perfect way to drink Newcastle Brown Ale as it keeps the ale colder, fresher and livelier for longer.

“This latest on-pack promotion further builds on the use of the schooner glass whilst engaging fans by firing up their imaginations to think creatively and make the product even more relevant to them in their everyday lives.”

The on-pack promotion also consumers the opportunity to instantly win limited-edition gift packs, which include the branded schooner glass, a promotional bottle and the Little Book of Canny: a book full of hints and tips “to get more from the game of life”.

The competition will run from February until April.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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