Yuengling, Pennsylvania’s second-most popular export after the Wawa roast beef hoagie, is heading west. The brewer signed a joint venture with Molson Coors to sell its beer beyond its 22-state home turf on the East Coast starting in 2021.
What’s in it for them: Molson is looking to the fan fave to boost flagging beer sales. And Yuengling’s hoping the partnership will give it the reach it couldn’t achieve with factories in just Pennsylvania and Florida.
- It’s a big move for a historic company. Founded in 1829 in Pottsville, PA, Yuengling is America’s oldest operating brewer.
Zoom out: U.S. beer sales fell 2% last year, per the Brewers Association. If they want to Claw back market share, brewers will Truly have to confront the growing appetite for spiked seltzer and hard alcohol.
+ Pro tip for non-Philly people: When you order a Yuengling, you just say “lager.”
Via Morning Brew