Yuengling Partners with MolsonCoors in Westward Expansion
D.G. Yuengling & Son Inc. expect to announce a partnership today with MolsonCoors.
The deal will make Pottsville’s iconic brew available for sale in some western states for the first time ever. A formal announcement will be made at 10 a.m. Tuesday.
“Very excited to partner with the Yuengling family in this new venture,” MolsonCoors CEO Gavin Hattersley says in a tweet Tuesday morning.
According to the Beer & Beyond blog owned by MolsonCoors, Yuengling will soon be available in 25 states where it is not currently. And it continues Yuengling’s massive expansion of late.
Good morning from Pottsville, PA where we’re making some new news with our new friends!⁰
The new joint venture between @MolsonCoors & @Yuenglingbeer will grow the geographic footprint of Yuengling’s beers & help grow both our businesses. Read more here https://t.co/2re33MFQXe pic.twitter.com/3jzoDNMt6h
— Adam Collins (@AdamDCollins) September 15, 2020
“Yuengling’s iconic beers are beloved by those who live in a state fortunate enough to have their brands and desired by those who are visiting. And just as was the case with a certain brand out of Golden, Colo., more than a few people have smuggled Yuengling across state lines in the trunk of their car. But soon, millions of fans won’t have to resort to such tactics,” Hattersley adds in a statement from that blog. “And at the end of the day, we’re going to make a whole lot of Yuengling fans out west really happy.”
Yuengling Partners with MolsonCoors – Pottsville Beer Available in 25 Western States for First Time Ever
Here’s how the partnership will work, according to MolsonCoors.
A six-person board of directors (3 execs from MolsonCoors and 3 from Yuengling) will oversee this partnership. The Yuengling family will chair this partnership board. This is not a merger. Instead, Yuengling remains a separate entity from MolsonCoors.
Yuengling beers – including Lager, Black & Tan, and Flight – will get brewed and packed in several MolsonCoors breweries in the western US. The brewing process will be under the watchful eye of Yuengling.
Chief Administrative Officer Wendy Yuengling is quoted on the MolsonCoors blog saying, “This partnership is a great opportunity for us to grow our distribution footprint for the long-term, while continuing to support our existing markets and the communities in which we operate.”
Yuengling is currently available in 22 states. This deal would make it available in all but 3 states.
“One State at a Time”
The expansion into the other states won’t happen overnight.
Jennifer Yuengling, the VP of operations of the Pottsville company is quoted saying, “It took our company 190 years to open 22 states along the East Coast. This new venture will follow the same steady pace and discipline that has brought our family brewery success for all these years, opening one market at a time.”
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