Pound cake rules when it’s been toasted.
That’s the word from Newcastle Brown Ale, which is out with a Holiday Survival Guide giveaway that includes a recipe for the pound cake that calls for one-half cup of the brew (at room temperature).
Newcastle has printed 175,000 of the 16-page guides, available at checkout counters at grocery and beverage stores across the country. The booklet features a mix of promotional offers, entertainment and recipes.
The recipes were created by “Sam the Cooking Guy,” whose cooking show airs on Thursday at 8:30 p.m. on Discovery Health. One recipe for “The Bloody Great Bloody Mary” calls for both Skky Vodka and Newcastle Brown Ale.
A number of partners participated in the giveaway.
Saying that a spontaneous ski trip is a great way to flee from relatives that won’t go away, Head, a ski equipment brand, offers a 15% discount. Through Jan. 8, V-Moda, a marketer of earphones, is giving customers a 20% discount off any product when they refer to the discount code: Newcastle. And at Road Runner Sports, anyone who mentions the guide at its stores will receive 25% off non-sale running shoes.
Other partners include Cranium Wow, the mind and body game for adults, and digital home stereo system maker Mondo Mint.
The idea behind the guide is to help “smooth” out stressful times during the holidays, a play on the Newcastle Brown Ale tag line: Smooth Like No Other. The company also wants to solidify its association with premium foods and make the point that its ale is a good accompaniment and ingredient when preparing meals.
“We’ve really wanted to help establish the connection between Newcastle and good food,” says Bill Wetmore, the customer-marketing director for Newcastle Brown Ale.
In store displays and P-O-P materials support the giveaway.
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