Newcastle Brown Ale imported to Israel

By Marcus Dysch, June 24, 2010

It is an acquired taste even in its native Tyneside, but cult classic drink Newcastle Brown Ale is being introduced to a new market of potential fans - Israelis.

Its delicate, fruity aroma and nutty caramel malt taste can now be enjoyed by regulars at bars across the Jewish state, thanks partly to the increasing popularity of British-style pubs and ales.

Oren Abrashi of Tempo, one of Israel's largest brewers, which will distribute Newcastle Brown Ale in Israel, said the drink is already well-loved.

Mr Abrashi said: "It's sweet so it is well-suited to Israeli tastes. As a result of the increase in 'neighbourhood pubs' in Israel and the demand for beers like this we decided that this would be the most successful ale."

The draught ale was launched in the Ramat Gan residence of Britain's ambassador to Israel, Sir Tom Phillips, and given an appropriate send off by Geordie Mark Wardle, who is assistant defence attaché at the embassy.

Israel is the latest country to receive the exported ale; it is already on sale in more than 40 other countries.

It was first brewed in the North East in 1927. A special two-and-a-half million bottle production run in 2006 marked the retirement of Newcastle United striker Alan Shearer. It was the only time a person has featured on the bottle's label.

Last updated: 2:33pm, June 24 2010