Competition for Yuengling

[chazwicke]

The makers of Rolling Rock are releasing Loyalhanna Pennsylvania Lager in a direct attempt to penetrate Yuenglings hold on the lager beer market in PA. It has been observed that the packaging is very similar to Yuenglings. If it is successfu it might just make Latrobe Brewing the six largest brewer right ahead of Yuengling. Latrobe is owned by Labatt USA.

[hops99]

I saw the stuff a few weeks ago while I was driving through PA, and was curious - but not curious enough to buy a case (gotta love those RIDICULOUS Pennsylvania beer laws).

But, I did pick up some Yuengling Lager in cans - the only beer that I'll drink out of a can (and the only adjunct lager that I'll drink, for that matter) for one simple reason: I need a couple of brews in the golf bag when I hit the links, and bottles just don't travel well...

[skahtboi]

Originally posted by chazwicke
If it is successfu it might just make Latrobe Brewing the six largest brewer right ahead of Yuengling. Latrobe is owned by Labatt USA.

Which is a part of that global beer entity, Interbrew!

[sallad]

i actually read that yuengling is the 5th largest brewery in the USA now, ahead of sam adams. their target market is small (almost entirely the north east), and they sell most of their beer in kegs rather than bottles. i live in NJ, and let me tell you, there is hardly a bar in the state that doesn't offer their beer on draft, and guarnteed, there is always many ppl drinking it. not to mention the ones who bring it home in bottles (or cans). plus, it is considered a delecacy in virginia, the carolinas, etc...

[beerturtle]

I'm not sure RR can crack Yuengling's 'lager dominance' in the PA and regional market. Having grown up drinking both beers, 'lager' as we call it, will always trump RR in popularity, although LPL would presumably have a different character (as long as they don't put all that corn in the mash). Yuengling is second only to Coors Lt. (water) in consumption here. I've seen YL spread from the Central PA area to MD, DE, NJ, NY, VA, etc. and it sells well from my distributing contacts. Good old LAger, great in bottles, cans and on draught...

SALLAD: Wow, where did you read about Yeungling being ahead of Sammy?? I figure that since Sam is distributed nationally, and D.G. Yeungling & Sons only began all-east coast distribution in the last 5 years, Sams would have an edge. Perhaps its #5 by volume???

[chazwicke]

[plus, it is considered a delecacy in virginia, the carolinas, etc... [/B][/QUOTE]


I live in Virginia and I can assure you Yuengling is not considered a delacacy here. It is considered one step above the macro swill and on the same level as Sam Adams. It is available in the grocery stores. It is interesting that Yuengling once had a steam brewery in Richmond in the mid 1800s.

[sallad]

beerturtle- i read that about yuengling being the 5th largest brewery (ahead of sam adams) in one of the beer magazines thats circulated in the philly area, Ale Street News, or something like that. i think it was largest brewery by the amount of beer the produce and/or sell.

chazwicke- personally, since my "enlightenment", i don't think yuengling is that good anyway... marginally better than budmillercoors, but i'd prefer sam adams. around here, yuengling costs under $5 for a 6pk, where sam adams is usually just under $7. so, that gives yuengling a big edge! and yes, if you go to bar around here and say "gimme a lager", you get a yuengling! maybe delicacy was the wrong word to use... its more highly regarded than maybe it should be.

i also read about yuengling that they were always thought of as the beer of poor coal miners from appalachia. then they changed marketing strategies to promote "the oldest brewery in america" without changing the product, and sales took off.

[beerbastard]

of Yuengling Lager. In my opinion "Lager" is no better than the standard American corn and rice pop that is consumed blindly by the masses - just with a little extra caramel coloring.

I think people feel it gives them a little extra cache drinking something that has a little color. Why not support one of the many great REAL local micro's that are in the NE instead?

[hops99]

I think Yuengling's appeal is two-fold.

1) Pennsylvania's loyalty to the Yuengling brand, and that many folks respect the fact that not only is it America's oldest brewery, but it is one of only a handful of regional breweries to survive the deathknell that was the 60's and 70's (and early 80's) for so many family-run breweries across the country. Plus, Yuengling (I believe) was one of the only breweries during that period brewing something other than a light lager - a decent Porter (tastes more like a dark lager to me) and Lord Chestrfield's Ale (which was likely one of the few beers available anywhere that had some hoppiness to it, although these days I think the hops are faint). Personally, I'm one of those that thinks that the Yuengling story is cool, if not inspiring. That being as it may, I'd never go out of my way to buy any of Yuengling's products, but if I'm in the area I'll actually buy the Lager cans (I need SOMETHING to shove in my golf bag when I play - and better Yueng than some other macro crap), and I'll sometimes pick up a case of the Porter - very drinkable and a decent beer.

2) I've found that there are many guys out there who don't really know beer - but are looking for something other than Bud/Miller/Coors. The Yueng lager is a perfect step up (I know, baby steps, but a step up anyway), and it's become trendy much the same way that Corona did 10+ years ago. I 've got a couple of friends that live down in the Charlotte area, and for the last six months, Yueng lager is their beer of choice. It's simply because they don't appreciate or know craft beer (despite my numerous attempts at missionary work), but think the beer is slightly tastier than Bud, and it's become a very trendy brew for their circle of friends.

[chazwicke]

Please don't get me wrong, I don't hate Yuengling. I just think it is comparable to Sam Adams or some other stepping stone beer. I too enjoyed the porter years ago when it came in the steinie bottles. This was the late 70s and it was way better than most of what was available. I also used to like fresh Straub back then. And the only other regional that I could get that was making a decent beer was Genesee when they reintroduced the 12 Horse Ale. I have toured Yuenglings brewery at least two times even getting to see the old caves where they used to lager the beer. I think they have a great history and through clever marketing I think they have earned thier rank amoung the regional brewers. I am not sure but I think we could learn lots from Lew Bryson on the subject of Yuengling. If I remember correctly from the old Prodigy Beer Board, Lew researched and wrote his dissertation or some other major thesis on the brewery. Lew you out there? Now that I think about it, Ballantine was also making an ale that was ok and the Leinies I sometimes got from relatives was also pallatable back in those days. But thank the gods for the micro revolution and for the wealth of choices we now have.

[hops99]

Amen, brother!

[gwfrankpsu]

I grew up in Pennsylvania and was introduced to beer as 'Rock'. For many years I thought RR was a step above standard brew, and didn't really get the flavor of Yuengling. I quit drinking for about two years, because it tasted like water. The one beer I would sneak in was Yuengling Porter (it is a dark lager). Having lived in Denver and Portland, OR (Beer heaven) I've moved beyond the Trio of Yellow, but still have a Yuengling Porter when I visit my brother in Pennsylvania.

I thing it's improtant to remember that Yuengling has not been sucked up by BudCoorsMiller (Trio of Yellow) and remained independent unlike some micro brewers. (Full Sail and Widmer)