Business

Yuengling crafting a comeback in Mass.

Adam Rosen (left) of Holmdel, N.J., is happy Yeungling is now available locally. A friend, Chris Streeks, also enjoyed a glass at Conor Larkin’s Grill & Tap in Boston.
Adam Rosen (left) of Holmdel, N.J., is happy Yeungling is now available locally. A friend, Chris Streeks, also enjoyed a glass at Conor Larkin’s Grill & Tap in Boston.Barry Chin/Globe Staff

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Yuengling is barreling back into Massachusetts and already some smaller craft brewers are seeing their beers sales go flat

After a two-decade hiatus, D.G. Yuengling & Son Inc. is returning to Massachusetts with a massive marketing rollout, and already the brewer has signed up an eye-popping 6,000 bars, restaurants, and stores in the state.

“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.”

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