|World Cup Beer Battle
|Oldest in America
|Pottsville's D.G. Yuengling & Son Inc. has
become the US's largest independent,
American beer-maker. Yuengling sold 2.5
million barrels of beer in 2011, 17 percent
more than in 2010. Previously,
Boston Beer, which produces Samuel
Adams and held the title but in 2011
it sold 2.4 million barrels.
In 1829, David G. Yuengling established
the Eagle Brewery on Centre Street in
Pottsville, PA. It burned down in 1831 and
a new brewery, D.G. Yuengling & Son,
was quickly built. The business has since
become known as "America's Oldest
Brewery". In 1999, Yuengling bought a
former Stroh's brewery in Tampa, Fla.,
and opened a second brewery there.
Yuengling ranks fourth in the top 50
overall U.S. brewing companies by beer
|Beer must be sold at all venues hosting matches in the
2014 World Cup in Brazil, football's world governing
body, Fifa, has insisted. Fifa General Secretary Jerome
Valcke said the right to sell beer must be enshrined in a
World Cup law the Brazilian Congress is considering.
Alcoholic drinks are currently banned at Brazilian
stadiums and the country's health minister has urged
Congress to maintain the ban in the new law despite the
fact that Budweiser is a major World Cup Fifa sponsor.
Alcohol was banned at Brazilian football matches in 2003
as part of attempts to tackle violence between rival
football fans. Those measures have had limited impact,
since in order to drink, supporters tend to stay longer
outside stadiums and other nearby areas making it harder
to police excessive drinking than inside the buidling.
Much of the football violence in Brazil stems from club
rivalries with fans who follow the national side tending
be slightly more sediate and boasting of more women
and families as supporters in the stands.
Silver Bullet Passes the King
Coors Light outsold Budweiser last year to become the United States's
second-most-popular brew after Bud Light. Anheuser-Busch InBev
sold 17.7 million barrels of its flagship lager in the U.S., less than the
18.2 million barrels that beer drinkers bought of Coors Light. It marks
the first time in nearly two decades that Anheuser-Busch hasn't
claimed the two top spots on sales charts.
It comes amid a broad downturn in beer sales, especially for the big
boys such as Anheuser-Busch and MillerCoors. Anheuser-Busch's
volume fell 2.9% last year. MillerCoors' volume fell at roughly the same
clip, though its biggest label, Coors Light, grew through aggressive
marketing and broader distribution. Coors Light's gain was small, just
0.8%, but that was enough for it to finally top Budweiser.
Bud's market share has been falling for years as drinkers have quit
full-calorie domestic beers in favor of either light beers or higher-end
craft brews. And MillerCoors has made no secret of its ambition to
unseat Budweiser, which Anheuser-Busch calls the King of Beers.
Since it bought Anheuser-Busch in 2008, InBev has made growing
Budweiser, both here and overseas, one of its priorities. And it still is.
Last year the company introduced new cans designed to enliven the
brand's image, and it has launched new ad campaigns targeting
twentysomethings, who are key to Bud's future. A-B believes there is a
lot of potential for growth overseas, where the name Budweiser and all
the Americana it connotes still carry a lot of weight, and a competitor
such as Coors Light barely registers.
The company launched Budweiser in Russia in 2010 and Brazil last
year. Sales are up in places such as China and Britain and it has
secured sponsorship rights for the next three World Cups as part of its
strategy to sell Bud in emerging markets. Those efforts are beginning
to pay off; through the first nine months of 2011, global Budweiser
sales grew 2.5%. So even if it's now No. 3 at home, the
King is climbing the charts overseas.
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