Spirit Cruises Summer 2019 Leaderboard

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
spacer

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
Best Bars for Outdoor Drinking in Philadelphia, 2019

Best Bars for Outdoor Drinking in Philadelphia, 2019

Whether it's to enjoy the first warm breezes of spring or the unexpected sunshine of a crisp day in fall, Philadelphia is full of great places to drin...read more ›

by Drink Philly Apr 11, 2019
SPONSORED
Drink Nation Store Rectangle
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
The Best Cocktail Bars in Philadelphia

The Best Cocktail Bars in Philadelphia

Here it is - the definitive list of Philadelphia's best cocktail bars....read more ›

by Drink Philly Dec 13, 2017
The Damage of Trump's Wine Tariffs: Importers Expect Shutdowns & Layoffs, Industry Could Be Irreparably Harmed

The Damage of Trump's Wine Tariffs: Importers Expect Shutdowns & Layoffs, Industry Could Be Irreparably Harmed

The wine industry in the United States may be in serious jeopardy thanks to proposed tariffs by the Trump admi...read more ›

by Nina Starner Dec 23, 2019
Royal Boucherie Now Offers a Three Course Lunch Special With a $25 Prix-Fixe & $2 Martinis

Royal Boucherie Now Offers a Three Course Lunch Special With a $25 Prix-Fixe & $2 Martinis

Nicholas Elmi's Old City spot, Royal Boucherie, is offering the best lunch special in the city: $2 martinis wi...read more ›

by Drink Philly Dec 9, 2019
Drink Philly's Repeal Eve Ball Recap (PHOTOS)

Drink Philly's Repeal Eve Ball Recap (PHOTOS)

On the evening of Wednesday, December 4, partygoers raised a glass to the end of Prohibition and the passing of the 21st Amendment at Drink Philly's R...read more ›

by Drink Philly Dec 9, 2019
Prohibition Taproom is More Than Just Beer: An Inside Look at Their Cocktail Program

Prohibition Taproom is More Than Just Beer: An Inside Look at Their Cocktail Program

Prohibition Taproom, one of Philly's most beloved neighborhood bars, is definitely known for its beer and cide...read more ›

by Drink Philly Nov 19, 2019
Where to Host a Private Event in Philadelphia

Where to Host a Private Event in Philadelphia

Whether it's for the holidays or you have a special birthday coming up, Philadelphia has some amazing options when it comes to event spaces. ...read more ›

by Drink Philly Nov 26, 2018
SPONSORED
View all Articles

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

Close