Yuengling, founded in 1827, is the oldest brewery in the United States. It has survived by severely limiting sales of the beer and creating a mystique about the brand. In areas where the beer is sold, its brand name is used to identify all beer (similarly to the way Kleenex is used by many to represent all types of tissues). Its competitors all wanted to expand their markets, but Yuengling chose to focus on this smaller market. What has this strategy given the brewery?

Question

Quizplus · Accepted Answer

By limiting sales and creating a mystique around the brand, Yuengling has managed to carve out a niche competitive advantage for itself, allowing it to thrive despite its small market share. This niche strategy has proved successful for the brewery in maintaining brand loyalty and a devoted customer base.

Yuengling, Founded in 1827, Is the Oldest Brewery in the United