Have a 'MAN-tastic' Holiday Season

NEWCASTLE BROWN ALE OFFERS RECIPES AND ENTERTAINING TIPS DESIGNED TO GUARANTEE A ‘MAN-TASTIC’ HOLIDAY SEASON

#1 Imported Ale Partners with Popular Consumer Brands and TV Chef “Sam the Cooking Guy” to Launch a National Grocery Store Campaign

WHITE PLAINS, N.Y. (October 27, 2008) – Slaving over the bird, dressing and gravy. Shopping in vain for the right gift for that special someone – and then having to wrap it. Those darn icicle lights. If there’s one thing thousands of men across the country share in common during the holidays, it’s overcoming these and other maddening, yet traditional, to-dos. Newcastle Brown Ale to the rescue. The leading imported ale will introduce a complementary guy’s guide to entertaining in style, dubbed the “Man-ual” and slated to hit supermarkets nationwide in November.

Along with lifesaving tips for navigating the entertaining season, the Man-ual will also offer consumers delicious, easy-to-make holiday recipes on perforated recipe cards courtesy of cookbook author and TV cooking personality “Sam the Cooking Guy.”

Newcastle Brown Ale partnered with national brands Cabot® Creamery Cooperative and Java-Log® to offer promotional discounts (where legal). The Man-ual boasts recipes including an Au Revoir Fondue made with Cabot Cheddar Cheese. For easy fireside entertaining with not-your-average Yule log, check out discounts on Java-Log®, the first and only eco-friendly firelog made from recycled coffee grounds. Other highlights from the Man-ual include tips on toasting co-workers and how to avoid committing a fashion faux-pas at holiday parties.

Kheri Tillman, vice president of marketing Newcastle Brown Ale, Dos Equis and Amstel Light said, “We are proud to announce this holiday campaign and promotional partnership with nationally recognized brands like Cabot and Java-Log®, as they are well-known consumer favorites and share a similar consumer base as Newcastle Brown Ale.”

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The holiday “Man-ual” and surrounding collateral were designed by San Diego’s VitroRobertson.

For media inquiries, including interview scheduling, please contact Formula at 310-578-7050.

ABOUT CABOT CREAMERY COOPERATIVE

Cabot Creamery Cooperative has been in continuous operation in Vermont since 1919 and is most widely known as makers of “The World’s Best Cheddar and World’s Best Lowfat Cheddar.” Cabot is owned by the dairy farm families of Agri-Mark, the Northeast’s premier dairy cooperative. For additional information on Cabot Creamery, please visit www.cabotcheese.coop

ABOUT JAVA-LOG

Owned by Jarden Home Brands, Java-Log® and StarterLogg® brand firelogs are innovative fireplace alternatives offering easy-lighting, longer-burning, and brighter flames. Java-Log®, the first and only firelog made with recycled spent coffee grounds and 100 percent renewable, non-petroleum wax, diverts more than 20 million pounds of coffee waste each year that would otherwise end up in landfills. Approved by the Chimney Safety Institute of America (CSIA), Java-Log® produces up to 80 percent fewer emissions than traditional firewood. StarterLogg® is made of premium wax and kiln-dried hardwood sawdust and is non-toxic. For more information, visit www.java-log.com.

ABOUT HEINEKEN USA
Heineken USA Inc., the nation’s premier beer importer, is a subsidiary of Heineken International BV, which is the world’s most international brewer. Brands imported into the U.S. include: Heineken Lager, the world’s most international beer brand; Heineken Premium Light; Amstel Light, a leading imported light beer brand; Newcastle Brown Ale, the leading imported ale in the United States; and Buckler non-alcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico. Please visit EnjoyHeinekenResponsibly.com.