D.G. Yuengling & Son is attempting to relate to younger legal drinking age consumers with a new single-serve offering that will initially be sold in convenience stores.
Raging Eagle Mango Beer lands in c-stores today.
“We saw an opportunity to leverage our six generations of brewing expertise to create a refreshing mango beer that appeals to adventurous drinkers and adds a bold new brand to our portfolio of iconic beers,” vice president of operations and sixth generation brewer Jen Yuengling said in a press release.
“Raging Eagle Mango Beer feeds into the passion and energy of the 21-35 young adult who is often surrounded by friends and itching to embark on new and unique adventures,” Jennifer Yuengling said in the release.
The new beer is a 6% ABV pilsner “brewed with classic hops for a crisp taste of mango freshness,” according to the release. It will be available year-round in 24 oz. single-serve cans at c-stores throughout Yuengling’s 22 state footprint.
Yuengling expects to introduce more package formats of Raging Eagle later in the year. The beer will roll out within its existing footprint and is not expected to be sold in the western half of the country where the company operates through a joint venture with Molson Coors. (Yuengling and Molson Coors recently announced plans to begin selling the Pennsylvania brewery’s beer in Texas this fall.)
Launching Raging Eagle in c-stores checks several growth boxes for the Pottsville, Pennsylvania-based brewery. Off-premise dollar sales of craft fruit beers at multi-outlet food and c-stores grew 8.3%, to $168.9 million, in 2020 (through December 27), according to market research firm IRI. Craft pilsners’ off-premise dollar sales increased 6.2%, to $53 million.
Off-premise dollar sales of Yuengling’s portfolio increased 4.5%, to $394.8 million, in 2020, making it the 10th largest beer maker in the country, according to IRI. Within the c-store channel, sales of Yuengling’s flagship lager declined 1%, to nearly $132.6 million, while sales of its Light Lager declined 1.4%, to around $24.9 million, the firm reported.