NewcastleIndependenceEveHeaderBritish brands, understandably, don’t have much to say around the Fourth of July—until now. Newcastle Brown Ale has turned America’s most patriotic holiday to its advantage by inventing a new, completely made-up holiday: Independence Eve on July 3. The idea of the tongue-in-cheek campaign, created by Droga5, is to “honor all things British that Americans gave up when they signed the Declaration of Independence,” Newcastle says.

To mark the new holiday, the brewer is introducing the “Revolutionary Koozie,” which will be handed out at bars around the country this evening. It features the British flag on one side and the American flag on the other. At the stroke of midnight, you’re encouraged to turn your beer 180 degrees and go “from honorary British subject to proud American with the twist of a fist.”NewcastleIndependenceEve#1 NewcastleIndependenceEve#2 NewcastleIndependenceEve#3

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