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.
Vaux of Sunderland, a rival brewer, quickly developed Double Maxim to compete.
After the merger of Scottish Brewers with Newcastle Breweries in 1960, Newcastle Brown Ale became a flagship brand of Scottish & Newcastle alongside Mc Ewan's Export and Younger's Tartan Special.
This allows the drinker to regularly top-up the beer and thereby maintain a frothy "head".
In the United States, it is sold in 12-US-fluid-ounce (350 ml) servings.
The beer is also available in British-themed pubs as a draught beer in Australia and New Zealand, brewed in the UK and imported by World Brands Australia Pty Ltd.