Yuengling recipe heads to Texas under guard

May 8—POTTSVILLE — Secured in a sealed wooded crate, the 192-year-old secret recipe for Yuengling beer was placed in an armored vehicle Friday afternoon to begin a three-day journey to Texas.

The recipe will be delivered next week to Molson Coors' Fort Worth brewing facilities, where it will start being manufactured later this year.

In addition to the recipe book, proprietary yeast of D.G. Yuengling & Son. Inc. made the trip, which officially marked the start of the company's westward expansion.

Jennifer Yuengling, vice president of operations and a sixth-generation brewer, said the recipes and the proprietary yeast will ensure that the beer will be brewed to Yuengling's high standards in Texas the same way it is brewed in its hometown of Pottsville.

"This will ensure that by using the old recipe book, it will be brewed the same way in Fort Worth, Texas," she said.

Wendy Yuengling, chief administration officer and also of the sixth generation, said the company welcomes the opportunity to pair with two other important brewing families, Coors and Molson.

She said that as Yuengling expands westward and into the Lone Star state, it is important that the products have the same flavor and footprint as the original products.

"We're really proud to expand the brand," she said.

Jennifer Yuengling said she will be in Texas on Tuesday to greet the arrival of the recipe and armored vehicle, and work to begin establishing a team in Texas to produce Yuengling products.

"Our target is to be in the open market by late fall. We're really excited about that," she said.

In addition to Jennifer and Wendy Yuengling, their sisters — Debbie Yuengling, employee engagement and culture manager, and Sheryl Yuengling, order services and IT administration — were on hand to bring the recipe from inside the Mahantongo Street headquarters to the armored vehicle.

Once security guard and driver Travis Laukhuf sealed the rear doors and, with an escort by Pottsville police, he drove down Mahantongo Street to begin the approximately 1,475-mile trip to Texas.

In January, Yuengling announced the first step in its westward expansion with distribution of its iconic beers into Texas.

The expansion with the Molson Coors Beverage Co. was designed to increase Yuengling's reach outside of its 22-state East Coast footprint providing access to the brewery's portfolio to millions of beer fans in the Lone Star state.

Yuengling's beers will be brewed locally by Texans at the Molson Coors Fort Worth brewery with the Yuengling family and its team of brewers working hand-in-hand with the Molson Coors team.

At the time of the announcement, Gavin Hattersley, president and CEO of Molson Coors, said brewing Yuengling will be a win-win situation for both companies.

"By brewing Yuengling's iconic beer at our world-class Fort Worth facility, we are going to make a lot of Texans happy," he said.

Formed in September 2020, The Yuengling Co. is a joint venture between D.G. Yuengling & Son Inc. and the Molson Coors Beverage Co.

Now sold in 22 states, production is supported by two breweries, one in Pottsville and the other in Tampa, Florida.