Yuengling Lager

A Great American Beer Made by A Great American Family

BY DELIA SIMPSON, BRAND MANAGER, CHOICE BRANDS, INC..

THE STORY OF YUENGLING IS THE STORY OF THE American Spirit. It’s a tale of shared dreams, individual tenacity and an unwavering dedication to standards of quality. Like many American stories, it starts amid the dreams of countless young immigrants looking for opportunity and emerges from the strength and will of one family determined to build their legacy in a new country.

Founded in 1829 in the coal-mining town of Pottsville, Pa., by Wuerttemberg, Germany immigrant David G. Yuengling, the brewery’s original moniker was Eagle Brewery, which debuted the iconic eagle and barrel icon on its labels to represent purity, quality, and strength. “These guiding principles have driven the independent and spirited nature of the Yuengling brewery and brand for more than 192 years,” explains Wendy Yuengling, Chief Administrative Officer.

After David’s son, Frederick, Yuengling’s great, great grandfather, joined his father as a partner, the brewery officially changed its name in 1873 to D.G. Yuengling & Son, Inc. Even though the eagle is no longer part of the brewery’s name, to this day, the eagle and barrel logo remains a prominent part of the brand’s packaging. In 1976, the brewery was placed on the national and states’ registers as “America’s Oldest Brewery,” a distinction that is an irrefutable part of the brewery’s history that is also marketed in its tag line.

“We take great pride in being America’s Oldest Brewery, keeping the business American-owned and family operated, and strong for future generations,” Yuengling explains. “Our family has persevered through some incredible moments in our country’s history such as two World Wars, Prohibition, the Great Depression, and more recently, the challenges of the COVID-19 pandemic. We have persevered all these years because of the hard work and resiliency shown by the previous generations, the commitment of our Yuengling employee family, and the consumer support of our loyal communities.”

Proud to be the sixth generation in the Yuengling brewing family legacy, Wendy Yuengling manages the brewery’s administrative functions. The third oldest Yuengling is joined in leadership by sisters Jennifer Yuengling as vice president of operations; Debbie Yuengling, who is the employee engagement and culture manager; and Sheryl Yuengling, who oversees order services and IT administration. Their father, Richard “Dick” Yuengling Jr. serves as the company’s owner and president.

Over nearly two centuries, the brewery has transitioned from a small family operation to a nationally recognized brand that produces more than 2 million barrels of beer annually to beer drinkers in 22 states.

The brewery’s 192 years of success is built on a firm foundation of core brands in its diverse and growing portfolio. These include its flagship Yuengling Traditional Lager, which represents more than 75 percent of brand sales, Light Lager, Black & Tan, Yuengling Hershey’s Chocolate Porter, and the recent addition of FLIGHT by Yuengling, which is billed as “the Next Generation of Light Beer.”

“To attract new, more health-conscious beer drinkers, the lowcarb, low-calorie FLIGHT by Yuengling is an upscale light beer, with great taste and stats that is a step up from the competition,” Yuengling explains. The easy-drinking, clean, crisp 4.2 percent alcohol-by-volume (ABV) FLIGHT contains 95 calories and 2.6 grams of carbohydrates in each 12-ounce glass bottle.

D.G. Yuengling & Son Inc. at its core, maintains a strong family culture while it focuses on future growth opportunities and telling the ripe story of America’s Oldest Brewery. Staying connected with the Yuengling beer community, listening to its fans and instilling a spirit of family, community and perseverance is deeply ingrained in the company’s culture and history.

“We’ve been successful all these years because of the hard work and resiliency shown by the previous generations, the commitment of our Yuengling employee family, and the support of our loyal consumers who have supported our brands,” she continues. “Our company is one large family business, and I think we see that as a big differentiator for us — we see our employees as playing a huge role in helping us continue to innovate and grow. We will maintain our foundation as America’s Oldest Brewery, while building upon our success and innovating for the future.”

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