The next campaign from Newcastle Brown Ale intends to eliminate mistaken notions about the brown ale.

A common misconception about the product is it is heavy and bitter, the company says. The new campaign includes a video which better informs those hesitant to try this brown ale.

The video, titled “Misconceptions,” debuted June 22 at NewcastleBrown.com (in 30 and 60 second spots). It features several new-to-Newcastle beer drinkers learning that everything they thought about the beer was “dead wrong,” the company says, specifically that its flavor is “pleasant and smooth” and not heavy and bitter “despite its rich, dark appearance.”

The summer program will be supported with instant redeemable coupons and mail-in rebates (where legal) that encourage fans to swap out their traditional summer-party beers for Newcastle’s classic Brown Ale. Find those and more on the “Savings” page at NewcastleBrown.com. There will also be a contest to win a trip to London.