Yuengling

Campaign

By: Dasia Moore, Dalton Cullman, Summer Oeth, Joseph

Shudick
Index of OPPORTUNITY
1. Situation Analysis
2. Objectives
3. Campaign Description
4. Creative Executions
5. Campaign Budget
6. References

Situation Analysis
Client Background
Yuengling is America's oldest operating brewery. The brewery was founded in
1829 by David Gottlob Yuengling, an immigrant from Germany. David settled in
Pottsville, Pennsylvania where he would build his first brewery. The brewery was not
named Yuengling at first because nobody knew what a Yuengling was. The brewery's
original name was Eagle Brewery. The original Eagle Brewery unfortunately burned
down the same year that it was built. In 1831 the brewery moved its location too
Mahantongo Street, where it still resides today. David Yuengling's brewery has been
deemed worthy of preservation, granting it a spot on the United States National
Register of Historic Places. By 1873, the name was officially changed to D.G. Yuengling
and Son after his son Frederick joined as his father's partner in the business. In 1877
David Yuengling dies at the age of seventy. After his father died he revamped the
company by adding a bottling to the plant in 1895. By 1899 Yuengling had the potential
 to be shut down due to Frederick Yuenglings death at the age of 51. Luckily his only son
Frank stepped up to the plate and took over the business. Around the year 1919 The
eighteenth amendment is ratified, enacting a call for national prohibition of alcohol. To
survive this hard time, Yuengling switches to the production of Near Beer. Near Beer
had a low alcohol content of 0.5% alcohol. The beers were called Yuengling special, Por-
Tor, and Juvo which was an early energy drink brewed with cereal grains. In 1920
Yuengling also constructed a dairy directly opposite of the brewery to survive the
prohibition. When prohibition ended in 1933, Yuengling celebrated by brewing a special
batch of Winner Beer and delivered a huge quantity to President Roosevelt on the day
the amendment was repealed. This seemed suspicious because the brewing process can
take up to three weeks to complete. By 1963 Frank D. Yuengling dies at the age of 86. He
managed the brewery as president and chairman of the board for 64 years. His sons
Richard L. and F. Dohrman take over the brewery. In 1985 Richard L. Dick Yuengling
Jr. buys the company from his father. In 1987 he reintroduces the Yuengling Traditional
Amber Lager. This product would later become the flagship brand. To meet demands, in
1998 and 1999 a plant was built at Mill Creek three miles from the original brewery, as
well as in Tampa. In 2014 Yuengling celebrated 185 years as Americas oldest brewery.
By this time Yuengling was well established with 7 different beers. They sell the original
Yuengling Lager as well as Premium, Porter, Black & Tan, Light Lager, Ale, and Light
Beer.
Target Market
The target market we have chosen for Yuengling are Male/Female, ages 25-50
living in a suburban area with an income of 50-100k. We chose both male and female because
both are craft beer drinkers. Men make up 60% of craft beer drinkers vs. women at 40%. While
those are great numbers we would like to see women up by 10% if not completely matching the
amount of craft beer men consume. When choosing ages 25-50 we looked at the percentages of
both male and female to decide this range. 21-24 and 55+ was far to low. With ages 25-34, men
came in at 32% and women at 44%. With ages 35-54 men came in at 44% and women at 37%.
When choosing suburban consumers we broke it down into three groups (Urban, Suburban, and
Rural). Urban craft beer drinkers came in at 26%, suburban craft beer drinkers came in at 59%,
and rural craft beer drinkers came in at 15% leaving us with the obvious choice of suburban
consumers. When choosing annual income of craft drinkers we broke it down into 6 groups at
first. Among these groups are $150K+ at 10%, $100-149K at 26%, $75-99.9K at 17%, $50-
74.9K at 21%, $25-49.9K at 16%, and <$25K at 10%. After running these numbers combining
$50-74.9K and $75-99K we come in 38% covering a large income base and dominating other
annual incomes. Other reasons we chose this target market is because half of this age group are
Millennials and the other half is Generation X. In 2016, 57% of millennials drank craft beer
weekly followed by Generation X at 24%. While targeting both groups, millennials are our main
focus because we are targeted by most companies. When Millennials are searching for the
perfect beer they look for authenticity, flavor and history of the beer they drink. With 2,592 craft
beers sold in the states, the variety of choices targets the millennials perfectly. Millennials are the
biggest contributors when buying alcohol, especially beer. A report in 2013 by Mintel shows that
millennials between the ages of 25-34 are the main consumers of craft beer. Over 40% of these
consumers said craft beer simply tastes better. Millennials like to support business that have the
power to make a difference in their lives. When drinking, Millennials also like beer that is
typically less expensive with more alcohol content than regular beers, giving them another
reason to purchase craft beer. A case of Yuengling runs you about $21.87 a case which is about
the same price as your regular beer such as Bud Light, Coors Light, Budweiser, and Miller Lite.
Minus Budweiser, Yuengling beer has a higher alcohol content than the other three, making
Yuengling perfect for millennials. Another major reason we are more focused on Millennials is
because of how tech savvy they are. Millennials are about three times more likely than other
generations to reference social media networks when making purchase decisions according to a
2014 study by Market Strategies International. Millennials are more engaged, more vocal, and
more visual than any other generation. Millennials post, pin, view, and blog and are willing to
experiment and go onto the next innovation in social media.
Product Analysis
Yeungling comes with a sense of class and tradition. It is universally thought to be
a step up from the regular domestic beer. When one drinks Yuengling they will notice the
beautiful amber rich color that sets itself apart from the rest of the domestics, which are dull and
pale. Yuengling is known for its medium-bodied flavor. When Yuengling hits your mouth, you
will notice a roasted caramel malty flavor that makes for a subtle sweetness. Yuengling uses a
combination of cluster and cascade hops that delivers a well-balanced taste that is a true original.
One can feel as if they made a reasonable adult decision when they purchase a Yuengling as they
will receive almost universal praise from their peers on the decision they have made. Its a smart-
affordable choice, as it is the same price as most domestic beers but carries with it a higher sense
of prestige and history. Yuengling is the oldest brewery in America, so when you drink a
Yuengling you feel as if you are a part of American History.
Current Brand Image
A solid, classy alternative to your typical domestic beer. Classy but not too
expensive. An after -thought from the traditional domestics. Not quite the go-to but a respectable
choice among craft beer drinkers and lawnmower-beer drinkers.

Desired Brand Image

Our desired brand image is to stick to the image we already have. Staying true to
our history is one thing we take pride in at Yuengling. We have never changed the quality taste of
our beer except during prohibition and that is how we want to keep it.

Direct Competitors
We broke our direct competitors into the top five beers leading the market. These
beers include Bud Light, Coors Light, Budweiser, Miller Lite, and Corona Extra. According to a
report in 2015 Bud Lights annual income was $5,946,766,000. That is 294,749,300 cases at a
sale price of $20.18. Coors Lights annual income was $2,360,430,000. That is 118,469,600
cases at a sale price of $19.92. Budweisers annual income was $2,110,352,000. That is
104,390,500 cases at a sale price of $20.22. Miller Lites annual income was $1,868,866,000.
That is 94,262,870 cases at a sale price of $19.83. Finally, Corona Extras annual income was
$1,221,351,000. That is 41,170,180 cases at a sale price of $29.67.
Indirect Competitors
Some indirect competitors include hard ciders. Hard Ciders have grown in
popularity as an alternative to beer. They are easy to drink and have around the same alcohol
content as most beers. The top selling ciders in the U.S right now are Angry orchard, Strongbow
Cider and Stella Artois Cider. Other indirect competitors would be hard sodas or teas. Drinks like
Mikes Hard Lemonade and Not Your Fathers Root Beer have had increased sales in recent
years. Not Your Fathers Root Beer started in Chicago as an independent company, then they
were picked up by Pabst and became a national Brand.
Other indirect competitors include hard liquors and the soft drinks that consumers mix
with them. These hard liquors include per CNN the top five most popular Liquor brands are
Jameson Irish Whisky, Smirnoff Vodka, Captain Morgan Rum, Jack Daniels Rum, and Bacardi
Rum.

Objectives
Brand Awareness:
Doing research we have concluded that Yuengling, being Americas oldest
brewery, has a lack of advertising and that might be affecting our annual income. However, by
being the oldest brewery in America and the history we have, we have made a name for
ourselves over the past two centuries. With Yuengling not being sold everywhere this could pose
as a threat, but we are going to use this as an advantage. Expanding our brand to major
metropolitan areas is the goal. We plan to distribute our brand to the capitals of the states because
of how heavily populated and popular the cities are. We will also distribute our brand to select
major cities throughout each state depending on how populated the cities are, how many towns
surround these cities, and what ages make up these cities. As far as advertising for our brand we
will focus on print ads, billboards, social media, TV, and radio spots. In the capitals of the states
we will have little advertising since most consumers will most likely know about Yuengling. In
the select cities throughout the state we will have mild advertising because most will know about
Yuengling but not everyone. Our main focus of advertising will go towards the smaller cities
throughout the state where the distribution of Yuengling will not be available. Our goal is for
these consumers that are 45 minutes to an hour away from a city that has Yuengling, will travel
to get Yuengling and buy in bulk since they cannot get this in their town. By having Yuengling
available in more areas but not all areas, we hope that consumers will remember our name
because it will be closer to them than ever but still a little out of reach allowing us to have word-
of-mouth advertising as well. We will also use social media as an advantage to our product.
Millennials are very tech savvy and know their way around the internet. Living in a world where
we share everything we are doing has many benefits. Social media advertising can be completely
free, but in most cases business will throw money at it because of the benefits it has. We will
have our name blasted all over social media allowing consumers to share our ads on Facebook
and twitter, and be sponsored on Instagram so we show up on consumers news feed
automatically.
 Boost Sales:
In 2015 Yuenglings total revenue for the year was $248,673,600. While this is a
solid number it could use some help. We would like to see sales boosted by 6 to 7%. This will
take us from 18th to 10th or 11th in top beers, bringing in a revenue around $400,000,000.
Western Marketing:
When doing research on where Yuengling distributes their beer, we used their beer
finder on their web page. This shows you where they have delivered beer within the past 90 days
within a 100 mile radius. We typed in major cities and capitals zip codes within each state to see
how far the distribution of beer expands. Our research found that East Coast states are doing
pretty well. Most of the major cities and smaller cities have Yuengling available. In the Midwest
states Yuengling is slowly starting to distribute their beer. Our biggest problem we found was
that west coast states have little to no distribution of Yuengling beer. Along with our plan to
focus on metropolitan areas like capital cities and smaller cities throughout the states, we have to
get our beer out west.

Campaign Description
Time Frame of Ad
We want consumers to understand that we are the oldest brewery in America.
Over the last two centuries our quality taste has remained the same.
Our campaign will run for 6 months from May to September. We hope with it being Summer
time beer sales will increase.
Resonate With Target Audience
Our campaign will resonate with our target audience because When Millennials are
searching for the perfect beer they look for authenticity, flavor and history of the beer they drink.
Social Media
We will use social media because of how tech savvy millennials are. With snapchat, a
filter will be created for users.
With Instagram a sponsored ad will pop up on users timeline atomically with one of out many
print ads. Facebook will be the same, except it will be blasted all over so users can share the ad.
In Store Displays
In store displays will feature a cardboard cutout of a beer where customers can
take pictures and post on social media.
New Slogan
Dont settle for less, you deserve Better!
Creative Executions
TV Ad:

Radio:
 Our amber gold lager has quenched the thirst of Americans for two hundred years now!
As time goes on there is one thing that will always remain the same, our quality taste
Yuengling! Dont settle for less, you deserve better!
Print Ad:
 Outdoor Ad:

Campaign Budget
Budget
TV: $1,000,000
Magazine: $1,000,000
Billboard: $1,000,000
Radio: $1,000,000
Social Media: $500,000
Miscellaneous: $500,000

References
Client Background
https://www.thrillist.com/drink/nation/13-things-you-didn-t-know-about-yuengling-
thrillist-nation
www.yuengling.com/our_story/

Target Market
https://infogr.am/Who-Drinks-Craft-Beer
https://www.brewersassociation.org/communicating-craft/understanding-todays-craft-
beer-lovers-millennials-women-hispanics/
http://www.millennialmarketing.com/2014/01/the-millennial-consumer-craves-craft-beer/
https://www.yuengling.com/
http://www.millennialmarketing.com/2016/01/utilizing-social-media-as-part-of-
millennial-decision-making-process/
My Graphs (visit infogram.com to access)
Yuengling packet given to us on blackboard

Direct Competitors
Yuengling packet available on blackboard in our packet.

Inderect Competitors
http://cheersonline.com/2016/10/05/the-2016-beer-growth-brands-best-selling-beers-
ciders-and-fmbs/
http://www.cnn.com/2015/04/23/living/gallery/top-liquor-brands/index.html

Western Marketing
http://www.yuengling.com/