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Yuengling/Caffey
Press Release
11/14/02
I.H.
Caffey, Yuengling's in the House!
Yuengling,
America's Oldest Brewery, has turned to the I.H. Caffey
Distributing Company to represent and distribute its beers
in Greensboro and Charlotte, North Carolina.
After
more than 170 years, Yuengling doesn't rush into anything,
let alone distribution relationships. "We choose our
partners carefully," says Yuengling EVP Dave Casinelli.
"Maybe, it's a little old fashioned, but we we're relationship
people. We go out, roll up our sleeves and sell some beer.
The folks at I.H. Caffey work the same way."
Caffey
President, Chris Caffey agrees: "You can see why Yuengling
has been around so long. I grew up in this business and
it's real refreshing to work with someone who respects the
traditional brewer/distributor relationship. Yuengling's
attitude isn't "let's do it fast.' It's 'let's do what's
right for the business.' "
Of course,
it doesn't hurt business that there is so much demand for
Yuengling Lager in North Carolina. "It's the first
brand in 25 years, where I've had consumers calling to ask
' where is it?' " says Caffey. "Not just retailers
- consumers!" Rick Stell, V.P. of Sales and Marketing
at Caffey, goes even further: "I've never seen anything
hit the market with the explosiveness of this. Obviously,
it's a great product."
For
their part, Yuengling credits Caffey with getting things
off to a great start: "You wouldn't believe the energy
and creativity they've brought to this launch," reports
Yuengling's State Manager, Tom Junod. "They had the
greatest kick-off meeting I've ever seen. They were ready
to take this brand and run through brick walls."
Indeed,
Casinelli sees his new partner as one of the "preeminent
wholesalers of the future. These are important markets for
us. As a small brewer," he added "we're proud
to be associated with a company of I.H. Caffeys stature.
More
than anything else, though, the bond between the two companies
seems to come down to one word: fun. "It's true,"
says Caffey. "They're making the business fun again.
Yuengling folks haven't forgotten it's a business about
people first."
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