Newcastle Brown Ale is set to release a variety of summer grilling recipes in collaboration with “MasterChef” season seven winner Shaun O’Neale.
Endemol Shine North America, the producer of "MasterChef" producer, was behind the deal.
The 10 new recipes all feature Newcastle Brown Ale across meals like smoker brisket, oyster Rockefeller, bread pudding and ice cream. The recipes will also be displayed at retail alongside custom-designed POS items such as case cards, recipe cards, aprons and Newcastle Brown Ale-branded barbecue grills.
Additionally, O’Neale kicked off the partnership at the Vegas Uncork’s Grand Tasting Event at Caesars Palace in Las Vegas. He will continue to make special appearances at select events throughout the summer and will bolster the beer brand’s digital efforts by releasing one of his new recipes every Thursday for 10 weeks.
The collection is set to launch next year.