plus cider brands Woodpecker and Scrumpy Jack.
Jygsaw has allocated £2 million to help recruit "lapsed consumers" and boost the profile of
the four brands which have "slipped off people's radar", according to marketing director John Edwards.
The investment includes repackaging Newcastle Brown Ale for a limited time with the tongue-in-cheek slogan "I*NE" - designed to parody the "I heart NY" slogan. An on-pack offer on 55cl bottles and four-packs will promote Newcastle-upon-Tyne as "the star of the
north" with consumers winning a weekend in "the worlds' greatest city".
McEwan's will feature a
promotion on 4-packs and 12-packs giving consumers the chance send away for a limited edition
Scrumpy Jack will communicate its English heritage with a competition to win one of five weekends
in rural countryside retreats, and Woodpecker has teamed up with Gala Bingo
for a £20 Bingo Freeplay on-pack.
Edwards said: "The market place has got tougher and more competitive.
This activity is about how we position the brands in the long term - it's not a short term fix."
Mark Gerken, S&N's off-trade sales managing director, added: "We are delighted that these great iconic brands are getting the investment and focus that they deserve."
Jygsaw was formed earlier this year by a team of former S&N managers in a joint venture with S&N designed to enable the brewer to focus on its core brands. In June it linked up with SHS Sales & Marketing.