How Yee-Haw Brewing grows its brand and thoughtfully expands locations

How Yee-Haw Brewing grows its brand and thoughtfully expands locations

In the heart of East Tennessee, Yee-Haw Brewing began with a simple idea: to bring people together over craft beer. What started in a 150-year-old railway depot in Johnson City has grown into a thriving business with six locations, and a seventh on the way.

Kimberly Wunderlich, Director of Marketing at Yee-Haw Brewing, shares the story behind the brand’s deep roots and how community has always been at the center of its success.

“Yee-Haw was born out of a love of craft beer, but more than that, a love of community,” Kimberly says. “It started as a way for people to connect and make memories with friends, both new and old.”

A craft beer experience that’s truly southern

While many breweries lean into complexity and exclusivity, Yee-Haw is proud to be different. They believe great beer should be approachable, whether you’re a craft beer enthusiast or someone simply looking for a delicious beer.

“The DNA of Yee-Haw is that we are distinctly southern, approachable, and really all in on the fun,” Kimberly explains. “We found a sweet spot between the big domestics and the craziest craft brews.”

This approachability has helped Yee-Haw stand out in a crowded craft beer market. Their taprooms serve delicious beer and offer a welcoming space in the community where everyone feels at home.

From strategic planning to hauling kegs

For Kimberly, leading marketing at Yee-Haw Brewing goes far beyond sitting behind a desk and creating campaigns. With a background in both big corporate brands and local startups, she brings a unique perspective to the role.

“At Yee-Haw, you have to flex,” she says. “I might be creating a long-term strategy one day and hauling kegs the next. Everyone here is willing to roll up their sleeves.”

This hands-on culture is part of what makes Yee-Haw special. The team’s pride in their work and their community shines through in every event, every pint, and every guest experience.

A trusted payment solutions partner behind the scenes

In addition to passionate people and great beer, running a growing brewery also requires dependable partners behind the scenes, allowing the Yee-Haw team to stay laser-focused on their guests. Kimberly sums it up plainly:

“We can’t do anything that we do at Yee-Haw if we didn’t have vendors like Elavon to support us. When the systems hum, our team can do what we do best: serve the most people, as quickly and cheerfully as possible.”

A culture of giving back

One thing that’s core to Yee-Haw’s culture is its deep commitment to giving back. Each taproom partners with local nonprofits through programs like Pint Night, where a portion of beer sales supports causes that matter to the community.

“We’re always looking for ways to give back,” Kimberly says. “Whether it's hosting benefit concerts or forming partnerships with local agriculture programs, we want to be part of something bigger.”

One standout initiative is their partnership with Mountain Ways, a nonprofit started by two of Yee-Haw’s owners to provide disaster relief. Another example is their collaboration with the University of Tennessee’s Institute of Agriculture to support local farmers by funding research on hops.

Beyond dollars and cents, Yee-Haw’s impact is seen in stronger, more vibrant communities across the South.

Growth with purpose

While Yee-Haw is expanding, their ambition isn’t about becoming a giant chain. It’s about thoughtful, community-centered decisions. Their upcoming location in Myrtle Beach, South Carolina, is just the latest example of that mindset.

“We’re passionate about growing in ways that make sense for the community,” Kimberly explains. “We’re not looking to take over the universe. We’re focused on bringing something special to each market.”

Their locally-minded approach to expansion has earned them loyal fans and even national recognition. A recent partnership with the University of Tennessee made Yee-Haw the Exclusive Craft Beer of the Tennessee Volunteers. Kimberly calls the achievement “like winning a gold medal in the Olympics.”

Creating a space for everyone

One surprising thing Kimberly learned is just how diverse Yee-Haw’s customer base is. Their beer gardens are places where you’ll find grandparents, newborns, dogs, and groups of friends all sharing the same space.

“I thought I knew who the craft beer customer would be,” Kimberly says. “But I’ve learned that craft beer connects all kinds of people. And that’s the magic.”

This wide appeal isn’t by accident. By creating welcoming spaces and focusing on experience, Yee-Haw has become more than a brewery. They’re a gathering place where everyone feels at home.

Looking ahead: new markets, new brews

Yee-Haw isn’t slowing down. They recently launched Yee-Haw Rita, a margarita-inspired tart beer that’s already winning fans. And with their continued focus on thoughtful growth, they’re excited about what’s next, especially their new taproom on the South Carolina coast.

“The definition of a ‘hoot and holler’ in the mountains is different at the beach,” Kimberly laughs. “We’re excited to see how people live and experience Yee-Haw in Myrtle Beach.”

Thanks to partnerships like the one with the University of Tennessee, Yee-Haw’s reputation is reaching new markets. But even as they grow, their mission stays the same: to bring people together, one pint at a time.

Foundations for success

For other marketers and small businesses looking to grow, Kimberly offers simple but powerful advice: “Know your community, know yourself, and know what you stand for,” she says. “If you can define your voice and the unique way you serve your community, you’ve got the foundation to do good things.