Yuengling, founded in 1827, is the oldest brewery in the United States. It has survived by...

 

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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 (similar 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? 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 (similar 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?