Psuedo craft?

See also: Edison Light - brought to you (well, not you...or you...or him...or her...or...) by the fine makers of Moonshot

 

Kenzinger is more in line with a Helles. I think the reason for the marketing style of the beer is that German Lagers are what BMC used to be when those brewers started in America. PBC just happened to pick the 70s for the look of their label and the IN YOUR FACE advertising like that of BMC.

 

One of the big problems when your hypothetical brewer jumps into the business to directly compete with ABInbev and MillerCoors is pricing. The little brewer down the road selling IPA and stout isn't targeting the light beer drinker. His customer base is expecting to pay a little more money for that special beer. If that same little brewer's product is light lagers, what's his pricing going to be? How many of his potential customers would be willing to pay a premium for that style of beer?

 

Um, given that Yuengling has been around for over 180 years it's kind of hard to make a case that they're making a cynical play to cash in on the craft beer movement. I'd also argue that the beers Yuengling produces really don't fall under the low-quality for quick bucks umbrella the OP describes. Or, for that matter, that they're trying to go head to head with the ABC business model. But, other than that, I'd say they fit the description set forth by the OP to a T.

 

It sounds like you read the question of “But what if someone opened a small regional brewery that really only made BMC session style beers?” differently than I did.

Yuengling Brewery is a regional brewery that makes AAL beers (BMC session style beers). There is no confusion there from my perspective.

Cheers!

 

Isn't Pabst Brewing Company and their umbrella of beer labels doing this?

I will freely admit that I would rather choke down a Natty Boh at an Orioles game or an Old Style at Wrigley Field than run around all day trying to find a "craft" IPA.

 

Yeah, I think maybe I was focusing more on the part of the OP that read "But would it be legit if they only offered light/weak/bland beers that went head to head with BMC as a biz model?"

Also, by "opened" I assumed he meant now, as opposed to almost 2 centuries ago when all breweries were local or regional and there was no question of making "craft" beer or adjunct beer or whatever.

I don't think Yuengling is necessarily a world-class beer, but it's far better than BMC offerings at a very reasonable price. I guess I just think it's unfair to include them under the definition created by the OP.

 

Like this one?
http://americanpatriotbeer.com/

 

Not AAL, but Metroplitan exclusively brewers lagers with flagship stuff in the sessionable range. They're pretty damn tasty too. I will occasionally get one on draft when I see it.

http://beeradvocate.com/beer/profile/19127

 

Emerald City Beer Company in Seattle makes nothing but lagers.

http://beeradvocate.com/beer/profile/23552

 

This brewery already exists:
http://beeradvocate.com/beer/profile/20688
I don't know about present day, but a few years ago they were selling their beers in those horrible aluminum bottles and charging outrageous prices for what was basically BMC quality swill. They were openly trying to appeal to the demographic of Delawareans who disliked the intensity of Dogfish beers but still wanted to buy local. I heard that a former Dogfish employee recently started working for 16 Mile but is in the sales department so I doubt that anything will get more creative or that quality will increase as a result.

 

fixed that for ya

 

I think that's a great business plan ... if you're looking to get the worst of both worlds. All the disadvantages of being a small company, with the crappy products of the big guys. Woo hoo.

 

Gahh, it really grinds my gears when people who are supposedly "professionals" can't get their website together. I mean it looks pretty good and all but the grammar on the "Our Story" page is horrible. Are you professionals or not?

/rant

 

I recently toured the Yuengling Tampa Brewery which was expanding to 3.5 million barrels and are adding 1.5 million in new capacity at mill creek and 500,000 bbls in Pottsville per the tour guide.

 

Straub, Schell Lion and Genny all brew all malt beers but dont brew enough of it to be considered craft.

 

Like Rheingold, Reading, Duquesne, Iron City Stoneys. Seems like these brands start strong with promotions and then just fade away. Must be tuff to make an AAL and compete with BMC.

Although Yuengling seems to buy everything used and sell at or below BMC.