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USA TODAY
A beloved beer from the East Coast will expand west, thanks to a partnership with Molson Coors.
D.G. Yuengling & Son, which calls itself “America’s Oldest Brewery,” announced a joint venture with Molson Coors on Tuesday to greatly expand production and distribution of Yuengling beers, including Traditional Lager and Black & Tan, out West, beginning next year.
Yuengling, pronounced YING-ling, is known for its cheap German-style lager. It is based in Pottsville, Pennsylvania. Today it is sold in 22 states and owned by fifth- and sixth-generation Yuengling family members.
“This new relationship reflects a shared commitment to quality and tradition, and a rich history of brewing excellence bringing together three iconic brewing families: Yuengling, Coors and Molson,” said Wendy Yuengling, chief administrative officer and sixth-generation family member.
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Chicago-based Molson Coors, which has a corporate office and brewery in Milwaukee, will distribute Yuengling beer beyond its current footprint.
“The aim is to expand the brand’s reach into new markets in the second half of 2021, but the pace of expansion will be measured and methodical, following the disciplined and steady approach Yuengling has followed for more than 190 years,” Marty Maloney, manager of media relations for Molson Coors, said in an email.
Yuengling will operate independently from Molson Coors, the two companies said Tuesday. Molson Coors will provide additional capacity for Yuengling to brew more of its beer.
“We’re going to make a whole lot of Yuengling fans out West really happy,” Molson Coors CEO Gavin Hattersley said.
Contributing: Brian Manzullo, Detroit Free Press; The Associated Press
Jordyn Noennig covers pop culture and entertainment in Milwaukee. Follow her on Instagram @JordynTaylor_n and on Twitter @JordynTNoennig. Call her at 262-446-6601 or email [email protected].
Read or Share this story: https://www.usatoday.com/story/money/food/2020/09/15/yuengling-forms-partnership-molson-coors-expand-beer-sales-west/5810324002/
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