Molson Coors Beverage Company and D.G. Yuengling & Son have formed a joint venture to expand the geographic footprint of Yuengling’s beer.
Yuengling, which claims to be America’s oldest brewery, says that the long-term brewing partnership will bring its beer to millions more people outside its current East Coast distribution.
The joint venture will oversee any new market expansion beyond the 22 states where Yuengling is currently distributed, as well as any future New England expansion.
The Coors and Molson brewing families, and the Molson Coors Beverage Company, will work with the Yuengling family to brew and sell Yuengling products.
The partnership will be governed by a board of directors consisting of Yuengling and Molson Coors family members and executives, and is expected to launch in the second half of 2021.
191-year-old brewer D.G. Yuengling & Son says that it will operate separately from the joint venture.
“We are excited to launch this brewing partnership with the team at Molson Coors. Like Yuengling, Molson Coors has an established commitment to quality and rich history of family brewing excellence,” said Wendy Yuengling, chief administrative officer and 6th generation family member, D.G. Yuengling & Son.
“This partnership is a great opportunity for us to grow our distribution footprint for the long term, while continuing to support our existing markets and the communities in which we operate.”
Gavin Hattersley, president and CEO of Molson Coors Beverage Company, added: “This is a huge growth opportunity for Yuengling, it’s a huge growth opportunity for Molson Coors, and we’re going to make a whole lot of Yuengling fans out west really happy.
“Today, three storied brewing families and their collective 18 generations of brewing excellence, have come together with one goal for the future – a future focused on growth. That is worth celebrating.”
© FoodBev Media Ltd 2020