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Yuengling To Embark On Ambitious TV Push

September 19, 2012

With new craft competitors encroaching daily, fast-rising Pennsylvania brewer D.G. Yuengling & Son has been aggressively upping its media presence of late, and now plans a new TV campaign across its 14-state footprint for next spring. Yuengling has partnered with Pennsylvania ad agency Pavone to create the commercials, which will appear in both 15-second and 30-second formats and play up Yuengling’s authenticity and history as an American-owned, family-operated brewery.

Yuengling’s upcoming set of ads includes five new spots currently in production in Baltimore, focusing on the brewery’s Yuengling Lager and Yuengling Light Lager brands. They will target the 21-34-year-old age group that represents the company’s core consumer. The new ads follow a recent push in Yuengling’s home market of Philadelphia, aimed toward reinforcing its status as a household name amid an “influx of new, competitive beer brands.”

Yuengling’s volume rose 14% to 2.5 million barrels last year, equal to competitor Boston Beer Co. Yuengling says expansion into new markets like Ohio and its increased advertising have played a key role in its recent growth, including a near-doubling in sales for Yuengling Light since 2010. The company told Shanken News Daily earlier this year it expects to reach 2.8 million barrels in 2012.


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