Newcastle Brown to lure US youth

LOS ANGELES: Newcastle Brown Ale is linking up with music brand Napster and Spin magazine as part of a major youth push.

Formula PR, the US agency promoting the campaign, said 'Ale Blazer' street teams – also used to promote the beer in the US last year (PRWeek, 18 Feb 2005) – will visit bars in 23 US cities to
offer punters free 30-day Napster subscriptions and MP3 players.

The winner of a 'Get Down with Newcastle Brown' writing contest will be the brand's 'official correspondent' from international music events in 2006-2007, starting with the Reading Festival in August.

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