Yuengling – the US’ largest craft brewer – currently distributes across the East Coast to 22 states in total. The partnership will allow the 191-year-old brewer, which is America's oldest operating brewery, to embark on new market expansions further west to millions more people.
The partnership is scheduled to launch in the second half of 2021 and will be governed by a board of directors, consisting evenly of Yuengling and Molson Coors family members and executives. Yuengling highlights that it remains a family-owned business; operating separately from the joint venture with Molson Coors.
'A huge growth opportunity'
Yuengling has two breweries: one in Pottsville, PA; and the other in Tampa, FL. Its brands include Yuengling Traditional Lager, Light Lager, Black & Tan, Golden Pilsner, Yuengling Hershey's Chocolate Porter and the new light beer Flight by Yuengling.
The JV will see the Yuengling family work together with the Coors and Molson brewing families and the Molson Coors Beverage Company. Yuengling will make use of Molson Coors’ facilities: “Together, Yuengling brewers will work hand-in-hand at Molson Coors' world-class brewing facilities and tap into their expertise in brewing and distribution to make the Yuengling brands more accessible to fans by opening markets the company can't currently reach,” say the companies.
Beer giant Molson Coors – whose brands include Miller Lite, Coors Lite and Blue Moon – says the JV will bring opportunities to both companies. Gavin Hattersley, President and CEO, said: "This is a huge growth opportunity for Yuengling, it's a huge growth opportunity for Molson Coors, and we're going to make a whole lot of Yuengling fans out west really happy.
“Today, three storied brewing families and their collective 18 generations of brewing excellence, have come together with one goal for the future – a future focused on growth.”
Jennifer Yuengling, Vice President of Operations and sixth generation family member, D.G. Yuengling & Son, said: "We are excited to work with the Molson Coors team on this partnership. Fans can expect the same Yuengling recipes and great taste they have come to love for more than 190 years."
