HEINEKEN USA, the nation’s leading upscale beer importer, has selected Minneapolis-based Fast Horse as its public relations agency of record for the Newcastle Brown Ale franchise, effective this month. Fast Horse will lead strategic public relations planning and outreach for Newcastle to further momentum behind the brand’s “No Bollocks” marketing campaign and drive buzz around its popular seasonal Limited Editions.
“Newcastle’s refreshingly honest style needs a distinct kind of agency that can give it to consumers straight,” said Charles van Es, senior director of marketing for HEINEKEN USA portfolio brands. “Fast Horse brings a disruptive approach and bold thinking that will spark conversations around our brand.”
"What could be more fun than turning marketing in the beer industry on its head?" said Jörg Pierach, president and creative director for Fast Horse. "The Newcastle brand positioning lends itself to some truly unique creative opportunities and we can't wait to help take the 'No Bollocks' campaign to another level."
Fast Horse will integrate public relations strategies into all key marketing initiatives for the Newcastle franchise, and work closely with other agency partners to support programming throughout the year.