Yuengling To Raise Advertising Campaign Budget by 20% in 2013

We’ve been covering the new Yuengling upcoming TV ads, and now comes word that their budget for advertising will be raised by 20%…this from AdAge:

With that growth comes a bigger ad budget. Yuengling is planning to boost spending by about 20% in 2013, Mr. Romano said. The brewer spent $3.6 million in measured media last year, according to Kantar Media. Five TV ads debuting next year will plug Lager, the much-smaller Yuengling Light and Black & Tan, which will get its first TV ad push. The campaign is by agency-of-record Pavone, of Harrisburg, Pa., located about 60 miles from Yuengling's headquarters in Pottsville, Pa.

While old, Yuengling is ahead of its time. The version of the lager now flying off shelves was reintroduced in 1987 from an old recipe that includes caramel malt and cluster and cascade hops, giving the beer a darker color than mainstream lagers such as Budweiser. Back then, fifth-generation owner Dick Yuengling "saw the consumer's taste profile changing to beers with more flavor and more color," Mr. Romano said.
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