Yes, D.G. Yuengling & Son Inc. is considered a craft brewery, at least by the Brewers Association‘s (BA’s) revision of its craft beer definition, which recognized adjunct brewing as traditional back in 2014. And why shouldn’t it be? Yuengling is solely owned and operated by Richard (Dick) Yuengling, Jr., a fifth generation Yuengling, and the brewery is America’s oldest as well, established in Pottsville, Pa., in 1829 (a grand ole year for beer). Yuengling just also happens to be one of the largest breweries by volume in the country (putting Dick at about #1,067 on the Forbes billionaire list), ranking the brewery No. 1 on the BA’s list of top craft breweries and No. 4 overall in America on the same 2015 list.
Keeping that impressive resume in mind, the Yuengling brand is ready to turn up the heat on its beer brethren, launching its largest marketing initiative in its nearly two century history (watch one of the commercials above, called Perseverance). The brewery’s new “Respect. It’s Earned.” campaign, created with Philadelphia- and Boston-based agency Allen and Gerritsen, is aimed at celebrating “the craftsmanship, tradition and perseverance of the family-owned and -operated company and its signature beer, Yuengling Traditional Lager,” according to the press release.
The campaign embraces Yuengling’s history with imagery of the nearly two-century-old hand-dug fermentation caves that were used for storage before refrigeration, the on-site brewhouse and time-tested bottling line, underscoring the brewery’s legacy as America’s oldest. The 360-degree “Respect. It’s Earned.” campaign, which will run throughout Yuengling’s 18-state footprint, includes TV, print and digital, as well as both on- and off-premise retail promotions. According to that same press release, in 2016, Yuengling will nearly double its media spend behind this campaign.
“My family has been brewing beer for almost 200 years, and we’ve been fortunate to have incredibly loyal fans during that time whose enthusiasm has helped our business succeed,” said Dick Yuengling, fifth generation president and owner. “We have a unique story to tell, and we decided that it’s time we told it more broadly. I’m proud of this campaign because it honors the legacy of our family-owned and -operated business while introducing Yuengling Traditional Lager to a new generation of beer drinkers.”
“Many beer drinkers don’t realize that Yuengling has been brewing longer than anyone else in America, which is an incredible achievement and a testament to our quality beers,” said Tyler Simpson, director of marketing. “This campaign highlights our 187 years of rich brewing heritage, culminating in our amazing Yuengling Traditional Lager. We are excited about how this work will help us connect with and build another generation of passionate Yuengling fans.”