“It’s damn impressive the amount of money and reach they have for advertising,” said Mark Hellendrung, chief executive of Narragansett Brewing Co., another old beer company with a cult status similar to Yuengling. “It’s millions and it’s everywhere. If I had millions in the bank account certainly I’d go to war.”
Even a local brewer who should feel the pinch from Yuengling more than most is unfazed by his rival’s arrival in Massachusetts. Jim Koch, chief executive of Boston Beer Co., considers fifth-generation Yuengling owner and president Dick Yuengling a beer-industry colleague.
“Yuengling and I both compete with massive marketing rollouts from the big brewers,” Koch said, “so I think Yuengling’s entry here has been just fine.”
Meantime, some brewers feeling the heat from Yuengling are determined to fight back. After Yuengling replaced his company’s beer at the sports bar Stats in South Boston, Brooklyn Brewery president Steve Hindy, said, “Well, I’m determined to go out and grab a Yuengling line today. How about that?”
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