Yuengling Makes Special Deliveries for Texas Launch

The Yuengling Company officially rolled out its flagship beers across the state of Texas on Aug. 23, and supported the already hyped-up launch with an experiential mobile sampling activation at “iconic” Texas destinations.

Yuengling, which is most popular across its 22-state East Coast footprint, announced the subsequent launch to bring Yuengling’s Traditional Lager, Light Lager 99, Golden Pilsner, and Flight by Yuengling to the Lone Star State back in June. The rollout made Texas the first state in the beer company’s joint venture with the Molson Coors Beverage Company aimed at increasing Yuengling’s reach beyond the East Coast, according to the companies.

To support the launch, Yuengling launched an experiential mobile sampling activation dubbed “Bring the Goods.” The activation spanned special deliveries via a Texas-themed Yuengling mobile truck traveling to “iconic” destinations across Texas including the San Antonio River Walk and Fort Worth Stockyards on Aug. 23. In addition, Yuengling is continuing to hype up the arrival of its flagship beers across Texas via its Facebook, Twitter and Instagram accounts as well as its brand website.

“It’s an important day for our brewery as we take this large, first step in our Westward expansion,” said Wendy Yuengling, chief administrative officer and sixth generation family member, D.G. Yuengling & Son, Inc., in a recent media release.

The Yuengling Company will oversee future expansion into other Western markets outside of its existing Eastern footprint.

“This is a very exciting time for Molson Coors and Yuengling, as we see this tremendous growth opportunity for our businesses come to fruition with product on shelves,” Gavin Hattersley, CEO of Molson Coors, said in the release.