THE DRINK NATION IS A FREE RESOURCE FOR FINDING EVERYTHING AWESOME ABOUT DRINKING IN YOUR LOCATION

Yuengling Is Now America's Largest Brewery

Beats out Sam Adams for top spot
by The Drink Nation on Jan 18, 2012 in Beer
Yuengling Is Now America's Largest Brewery

How does a company that sells beer in only 14 states have greater shipments than a company with distribution in all 50 states of the union? This is what we wondered upon hearing the news that “America’s oldest brewery” is now also America’s largest brewery. According to year-end estimates released by industry watcher Beer Marketer’s Insights (and reported by Advertising Age), Pottsville, PA-based D.G. Yuengling & Sons now ranks eighth in U.S. market share overall. It is the highest-ranked company that is both American-owned and sells only American-produced brew.

The new figures mean Yuengling – with shipments of 2.5 million barrels in 2011 – has dislodged Boston Beer Co. from the top American-made spot. The Massachusetts-based makers of Sam Adams beer shipped approximately 2.4 million barrels last year, numbers that represent a still-impressive 8% growth for the company; overall beer shipments in the country declined by 1.4%.

Yuengling’s 16.9% year-over-year growth was bolstered by their decision to launch in the Ohio market, one of only 14 states where the lager is available. (After continual expansion, the family-owned company in 1996 decided to pull back and concentrate on local areas, a management strategy echoed in recent down-sizing moves by Delaware’s Dogfish Head.)

By contrast, Sam Adams is available in every part of the country, in some form or another. And the states where Yuengling is available are not by any means those that drink the most beer by volume (that distinction goes to Nevada, followed by New Hampshire and North Dakota). We checked in with Lou Romano, Yuengling’s marketing manager, who pointed to the brand’s low price-point as reason for its high volume sales.

“Yuengling has always followed a pricing strategy on par with premium domestic beer brands (i.e. Bud, Miller, Coors), while Boston Beer has led the charge in the craft category,” he noted, continuing, “We compete with premium domestics, which have the largest volume of beer drinkers as a whole.”

We also reached out to Victory Brewing Company's Bill Covaleski for his opinion.“I'd say Yuengling's strategy of steady concentration on limited markets has been a winning one, affording them deep penetration in markets where their products have resonated with an enthusiastic audience,” he speculated via email.

There’s also the heritage angle. As U.S. appreciation of well-made beer rises, and drinkers begin to care about how their beer is made, the story of the brewery’s 1829 founding and continual family ownership becomes a built-in marketing bonus for Yuengling. After all, Barack Obama recently declared Yuengling his favorite brew.

“The expanding public awareness [of] 'craft' beer... is also... affording older manufacturers like Yuengling access to these burgeoning ‘craft-curious’ consumers.” Covaleski added.  “It's a bit of a feeding frenzy out there, and these savvy companies may exchange this leadership position over the coming years,’ he predicted.
Recent Articles

Feedback

How are we doing? Tell us what you like or don't like and how we can improve. We would love to hear your thoughts!

*Name:
*E-mail:
*Suggestions:
 
Inside Look: Campari's Stylish North American Headquarters in New York

Inside Look: Campari's Stylish North American Headquarters in New York

If you're a frequent Negroni drinker, always order Wild Turkey Bourbon in your old fashioneds, or prefer your ...read more ›

by The Drink Nation Jan 9, 2020
Behind the Bar: Liana Oster of Dante

Behind the Bar: Liana Oster of Dante

For this exciting installment of Behind the Bar, we had the incredible opportunity to sit down with Liana Oster, the head bartender at Dante in New Yo...read more ›

by The Drink Nation Jan 7, 2020
Pabst Blue Ribbon Launches Blue Ribbon Whiskey in Select US Markets

Pabst Blue Ribbon Launches Blue Ribbon Whiskey in Select US Markets

PBR has launched their own whiskey. Let's keep an open mind and see what is inside this bottle....read more ›

by Carrie Dow Sep 24, 2019
SPONSORED
Drink Nation Store Rectangle
The Master Sommelier Scandal is Now the Subject of a New Investigative Series

The Master Sommelier Scandal is Now the Subject of a New Investigative Series

There's a new investigative series about one of the biggest scandals to ever hit the wine world....read more ›

by The Drink Nation Sep 13, 2019
Using Peas to Make Gin Might Lead to More Environmentally Friendly Spirits, Studies Show

Using Peas to Make Gin Might Lead to More Environmentally Friendly Spirits, Studies Show

Scientists may have discovered a more environmentally friendly way to make one of the world's most popular spi...read more ›

by The Drink Nation Jul 23, 2019
Drink a Classic Cocktail for a Good Cause During Negroni Week, June 24-30

Drink a Classic Cocktail for a Good Cause During Negroni Week, June 24-30

Negroni Week 2019 is June 24-30, so drink this classic cocktail for a good cause....read more ›

by The Drink Nation Jun 19, 2019
What to Do if Your Uber, Lyft, or Cab Driver Ever Strays From Your Destination or Makes You Feel in Danger

What to Do if Your Uber, Lyft, or Cab Driver Ever Strays From Your Destination or Makes You Feel in Danger

If you're taking an Uber, Lyft, or cab and feel unsafe, there are steps you can take to protect yourself....read more ›

by Nina Starner Jun 19, 2019
Behind the Bar: Kat Corbo of The Study & Winner of Speed Rack 2019

Behind the Bar: Kat Corbo of The Study & Winner of Speed Rack 2019

This time on Behind the Bar, we spoke to Kat Corbo of The Study, who recently won Speed Rack 2019....read more ›

by The Drink Nation May 15, 2019
Boston Beer & Dogfish Head Have Merged in a $300 Million Deal

Boston Beer & Dogfish Head Have Merged in a $300 Million Deal

In a huge move for the American craft beer community, Boston Beer and Dogfish Head have agreed to a merger valued at $300 million dollars. ...read more ›

by The Drink Nation May 10, 2019
A New, High-End Blend of Jack Daniel's Whiskey is Now Available in the United States

A New, High-End Blend of Jack Daniel's Whiskey is Now Available in the United States

A new, high-end blend of Jack Daniel's whiskey, known as Jack Daniel's No. 27 Gold, which was previously only ...read more ›

by The Drink Nation Apr 15, 2019
SPONSORED
Drink Nation Home Bar Project Bottom Rectangle 2
View all Articles

Sign up to get weekly drinking news, bar reviews, events and more sent directly to your inbox!

Close