UK, it is known as Newkie Brown. Serving Newcastle Brown Ale is traditionally sold in Britain in and, more recently, bottles. Typically, the ale is consumed from a Wellington glass. This allows the drinker to regularly top-up the beer and thereby maintain a frothy "head". In the United States, it is sold in servings. In April 2010, Heineken USA introduced the Wellington glass, branded as the "Geordie Schooner," for Newcastle Brown Ale consumers in America. The glass features a nucleated base. Association with the North East 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 and the depiction of the River Tyne in the blue star has helped ensure its association. Its local provenance gave the brand an association with "hardy, working class traditions and values". Under European Union Protected Geographical Status laws introduced in 1992, the name Newcastle Brown Ale was registered as a Protected Geographical Indication in 2000. In 2007, this was removed when brewing of the beer moved away from its place of origin to Tadcaster in Yorkshire. The company was not obliged to make a formal application to cancel it, but not move its production outside the area designated in its PGI application years before. The closure of S&N's Dunston brewery in 2010 left Camerons Brewery in Hartlepool as the only remaining significant volume brewery in the North East of England. Variations Special editions When the Australian brewer Elders IXL launched a takeover bid for Scottish and Newcastle, locals of Newcastle began the "Keep Us on Top!" campaign. As a sign of solidarity, the Newcastle Brown label was inverted until the takeover was quashed. In 2005, the last 3,000 bottles produced in Newcastle were given commemorative labels "121 years of brewing history, last bottles produced at Tyne Brewery April 2005." and given to the brewery staff. In 2006, a special production run of 2.5 million bottles celebrated the career of Newcastle United striker Alan Shearer, who had recently broken the club's scoring record and was about to retire from football. The brewery produced the special editions featuring Newcastle United's black and white stripes and Shearer's portrait, in exchange for a donation to Shearer's testimonial match, and they went on sale from 17 April that year. In 2007, a special edition was released to