Yuengling to return to MA this spring

Does it have to??? Really??

 

I heard about Yuengling's move into MA and thought I would take a look on these boards to see if anyone's talking. Here are my thoughts from PA... I don't think MA craft beer drinkers have anything to fear from Yuengling entering your market.

1) Yuengling is not made for craft beer drinkers and it won't replace craft taps. Only a stupid bar owner would replace a craft tap with Yuengling and if you find one of those stupid bar owners, then you should probably take your business elsewhere, permanently, because who knows what other stupid beer choices they are making (e.g. selection, tap cleaning, pricing, glassware, etc.).
2) Pennsylvania is a hotbed of craft beer and more craft/imported beer comes to Pennsylvania than any other state in the US, despite the ubiquity of "Lager" in almost every Pennsylvania bar. (It's just "Lager" here in PA, there's no need to specify "Yuengling" when ordering a pint.) So, again, there's no real competition between Yuengling and craft beer.
3) Related to #2... I personally believe, but unfortunately can't prove, that Yuengling's popularity is partly responsible for the popularity of craft beer in PA. "Average" beer drinkers in Pennsylvania are already accustomed to drinking Yuengling, which definitely has flavor and color, unlike anything in the standard BMC lineup [or PBR, or 'Ganset for that matter]. So, PA beer drinkers are more willing to venture out of their AAL comfort zone and try a craft beer from time to time, and some completely convert to craft. Or another way to put it, Yuengling softened them up to appreciate the stronger flavors of craft beer.

So, I doubt Yuengling is going to hurt your state's craft beer market in the short term, and in the long term it might even improve it.

 

My 25-year old self would be thrilled. The current, 41-year-old self doesn't care.

 

Doubtful that they are going to be knocking off "craft" brands. Yuengling is a BMC killer from what I have seen in other markets both tap handles and shelf-space ... pricing is key. I'll be making room for a 30-pack at all times. ;-)

 

When you enter new markets and take a 10 share, you're hurting more than BMC. Main stream craft is going to take it on the chin at first as well. Eventually Y. will fall back to a 2-3 share, but that stuff will be stacked to the ceiling in packies across the state come March.

 

I think the introduction of Yuengling is going to be a game changer for the area. They're going to take a massive slice out of the already saturated market, the pieces of pie are already small, they'll be getting smaller. Speaking with reps who work for the companies that are vying for YL, say this is a once in several decades acquisition and some companies predict that YL will be an immediate competitor volume wise to a slew of larger brands (Sam Adams, Harpoon, Gansett, PBR). They're already going bonkers over it.

Think about cooler space, and what it's going to box out. Stores are already jammed with more SKUs than they can handle, who loses out. True it won't touch specialty brands, but it's definitely going to rock the boat. People want what they can't have, and YL had been gone from the NE market for what almost 20 years, and they left because they couldn't handle the volume.

 

And the wholesalers are..............................................

Girardi, Williams, Atlas, Seaboard, L Knife and Craft Brewers (Boston area)

 

Let's all hope the markup stays to a minimum ...

 

Fuck this. It's technically craft, but it tastes like shit and always has. It's not even close to Boston Lager if we're talking cheap, mass-produced craft lager.

 

To each their own though you are thinking about it too much ;-) ... ice cold bottles of Traditional Lager w/ a shot of whiskey and I am good.

 

Sigh. Can't wait to have more Yuengling crammed down my throat than my store can handle. At least if it was one of the other distros they'd work with me.

 

Fair. If I'm looking for cheap piss-water, I'll always reach for a Gansett tallboy. Hopefully a seasonal.

Plus, green bottles still? Shit's weak, son.

 

By whose "technicality"?

Even after joining the craft-oriented Brewers Association in 2011, Yuengling is still not considered a "craft brewer" by that organization. See for instance their PR for the Top Craft Brewers of 2012, where they'd be #1.

There are a number of breweries that belong to the B.A. and yet are not "craft" by the group's definition, including all +20 breweries run by AB and MC, and many of the subsidiaries (Goose Island, Leinenkugel), etc. Keeping Yuengling "non-craft" despite being a dues paying member is the fact that all of Yuengling's beer use corn as an adjunct.

 

Touche, expert. Yuengling, SA, Goose Island, etc. are those that fall into the blurry lines of craft.

I concede to your expertise that they are not craft; no debate.

Their beer sucks.

 

Looks like March
https://www.facebook.com/photo.php?....271792766173611.74501.271201516232736&type=1

 

It'll join 'Gansett as that ice cold beer to drink when grilling on a hot summer afternoon. Nothing more, nothing less. I'd rather be hearing about a brewery like 3 Floyd's coming to MA. Now that would be worth the wait.

 

Per Craft rep: they're going to start with Lager, Light and Black & Tan. And priced below Sam Adams.

 

so like every other market they enter?