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By the late 1990s, the beer was the most widely distributed alcoholic product in the UK.

By the 2000s, the majority of sales were in the United States, although it still sells 100 million bottles annually in the UK.

Newcastle Brown Ale is traditionally sold in Britain in 1-imperial-pint (568 ml; 19 US fl oz) and, more recently, 550-millilitre (0.97 imp pt) bottles.

Also in 2007, a special 80th anniversary themed bottle was distributed.

In 2013, Newcastle partnered with Taxi Magic to brew a Black Ale called Newcastle Cabbie as part of an Anti-Drunk Driving campaign.

The Tyne Brewery site was bought by a consortium of Newcastle University, Newcastle City Council, and the regional development agency One North East, as part of the wider Newcastle Science City project.

The company cited the general fall in the market for beer, over-capacity in its plants in general, and the fact that the Dunston site was currently operating at just 60% capacity — despite the fact that sales of Newcastle Brown Ale had never been higher — as reasons for the closure.

In April 2010, Heineken USA introduced the Wellington glass, branded as the "Geordie Schooner," for Newcastle Brown Ale consumers in America. Like many British breweries, Newcastle Brown is strongly associated with its local area, in this case north east England.

While the name provides a lot of this, the sponsorship of Newcastle United, the depiction of the River Tyne in the blue star has helped ensure its association.

In 2005 brewing moved from Newcastle to Dunston, Tyne and Wear, and in 2010 to Tadcaster.

Newcastle Brown Ale is perceived in the UK as a working-man's beer, with a long association with heavy industry, the traditional economic staple of the North East of England.

Porter had served in the North Staffordshire Regiment in the First World War, earning his DSO with Bar before moving to Newcastle.

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