Yuengling beer has given up most of the significant positive perception it had developed with consumers over the summer, since brewery owner Richard Yuengling Jr. endorsed Donald Trump in the October 25th issue of the Reading (PA) Eagle.
Eric Trump recently visited the Pottsville, PA brewery. In the resulting news story, Yuengling proclaimed: “Our guys are behind your father. We need him in there.”
As the news story gained traction, perception among Democrat consumers pushed Yuengling’s perception scores down significantly. Even perception among Republicans dipped modestly as well.
Historically, Yuengling’s consumer perception tracks consistently above the beer sector average. However, Yuengling has fallen below that average since the Trump news broke and went national.
YouGov BrandIndex used its Buzz score to track Yeungling’s consumer perception. The question asked to respondents to determine the score is: "If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?"
A score can range from -100 to 100 with a zero score equaling a neutral position.
On October 25th, when the Reading Eagle story broke, Yuengling’s Buzz score was a positive 5. The New York Times followed up three days later, and triggered a fall to a zero (neutral) score on November 5th. On that same day, the beer sector average Buzz score was 3.
Looking at perception by political party, consumers affiliated with the Democratic party sent Yuengling's Buzz score from 5 to -7 this past weekend. Republican consumers, whose scores are normally higher than Democrats for Yuengling, slid from 8 to 4 over the same time period.