Newcastle Brown Ale's Creative Super Bowl Campaign: A Novel Crowdfunding Strategy

Newcastle Brown Ale was brown ale brewed by Heineken at the John Smith’s Brewery in Tadcaster, North Yorkshire. It was created by Lieutenant Colonel James Herbert Porter in 1927. The ale, which was referred as “Newkie Brown” by many customers, was brewed with pale malt and crystal malt. One of the bestselling beers in the US, it was also nicknamed “Dog”. The nickname came from the idiom “I’m going to walk the dog” which meant “I’m going to the pub”. This promotion was widely done in the 1980 ad campaign. The Newcastle’s flavor had remained unchanged since 1927. The beer was one of the United Kingdom's leading bottled ales and was in the top twenty highest selling ales overall, selling around 100,000 hecto litres (2,600,000 US gal) annually...