Westward expansion: Yuengling partners with Molson Coors to boost distribution

POTTSVILLE, Pa. — A Pennsylvania brewery steeped in 191 years of history is headed west.

After operating almost exclusively east of the Mississippi River for nearly two centuries, D.G. Yuengling & Son Inc. has partnered with Molson Coors Beverage Co. to sell Yuengling beer in the western United States.

The joint venture paves Yuengling’s way toward national expansion and gives Molson Coors, the maker of Coors Light and Blue Moon, a hefty revenue boost amid declining beer sales, CNN Business reported.

Known for its affordable, German-style lager, Pottsville, Pennsylvania-based Yuengling is believed to be the oldest brewery in the United States with fifth- and sixth-generation family members overseeing current distribution in 22 states, the Milwaukee Journal Sentinel reported.

Per the joint venture, Chicago-based Molson Coors, which has a corporate office and brewery in Milwaukee, will lead Yuengling’s production and sales in the Midwest and West.

“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 to the Journal Sentinel.

Chief Administrative Officer and sixth-generation family member Wendy Yuengling confirmed that the official westward push will occur in one year and that the family-owned company will oversee expansion in its existing markets and any others added in the Northeast.

“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,” Yuengling said.

Cox Media Group