Yuengling to market its beer in Texas

Pottsville-based brewer reaches deal with Molson-Coors to produce its brews in Forth Worth

POTTSVILLE » D.G. Yuengling & Son Inc. announced last week that it will begin distributing its beers in Texas later this year.

The expansion is part of a joint venture with the Molson Coors Beverage Co. to increase Yuengling’s reach outside of its 22-state East Coast footprint, providing access to the brewery’s portfolio to millions of beer fans in the Lone Star state. The brewery anticipates rolling out beer to Texas retail locations in the fall of 2021.

“We have heard from consumers all over the country who are excited to enjoy our beer, which is why we’re proud to announce that Texas will be the first western state we’ll be expanding to,” said Wendy Yuengling, chief administrative officer and sixth generation family member, in a statement.

“We are working hard to ensure our recipes and brewing traditions will be followed to our high-quality standards. We have passionate Yuengling fans in Texas, so we are excited to finally bring them the goods.”

Yuengling’s beers will be brewed at the Molson Coors Fort Worth brewery. Yuengling said its team of brewers are working hand-in-hand with the team at Molson Coors to deliver the rich tradition and quality that is associated with America’s Oldest Brewery.

“We are excited to take the first step in our long-brewing partnership, a step that will provide tremendous growth opportunity for Yuengling and Molson Coors, said Gavin Hattersley, president and CEO of Molson Coors Beverage Co. “By brewing Yuengling’s iconic beer at our world-class Fort Worth facility, we are going to make a lot of Texans happy.”

This expansion is the first since Yuengling and Molson Coors launched its new long-term brewing relationship—The Yuengling Company— back in September 2020.

“We are excited to have so many Yuengling fans in the west eager to try our beer and that includes the big demand from Texas beer drinkers. We believe there is a lot of opportunity in Texas and are committed to satisfying every fan with our portfolio of great beers,” said Pat Pikunas, general manager, The Yuengling Company. “Fans can expect to receive the same great tasting Yuengling beers they’ve come to know from our reputation as America’s Oldest brewery.”

The Yuengling Company will oversee expansion into Texas and any other western markets outside of the Yuengling’s existing 22-state footprint plus any future New England expansion.