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Sleeping Beauty Yuengling Ice Cream Awakens
By: Cindy Wendland
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 The original Sleeping Beauty story has the princess sleeping for 100 years. In the case of Yuengling Ice Cream, the company slept for 30 years, and has now been revived. For those who love this ice cream, it is a great celebration.

The Yuengling family is entrepreneurial and well known for both their brewery and their ice cream. The ice cream company was spun off after prohibition and operated independently for years. It was closed 30 years ago since none of the younger family members had an interest in running it. The brewery continued to operate and the Yuengling name stayed in front of the consumer.

Times changed, and Yuengling Ice Cream was brought out of her slumber by a family friend and 51-year-old David Yuengling. The ice cream is made with all-natural ingredients and fits well into today’s market that is more health conscious. We still like our sweets, but we want them made without anything artificial.

Timing for Yuengling Ice Cream is right again. The brewery part of the family supports the ice cream relaunch. Consumers remember the original ice cream and like nostalgia. The brand is natural and appealing to today’s consumer. Bringing back a brand or reawakening a brand has been done successfully by others.

In this age, Yuengling has to deal with responding to Twitter followers wondering if the ice cream is beer flavored and has alcohol. No and no. The other issue is that people are so cost conscious and Twitter followers want coupons. These issues didn't exist in the first running of the company, but Yuengling will figure them out as they return to life in the freezer section.


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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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