Pull up a stool inside any barroom in Pennsylvania and order a lager, you’re guaranteed to get a Yuengling without being asked. After all, when a brewery has been around for nearly 200 years, its name—and brands—are the unquestioned choice whenever a bottle is pulled from the cooler or a frosty mug is filled at the tap.
Located in the heart of Pennsylvania’s coal region, Pottsville is a hardscrabble, blue-collar town where people enjoy a cold one at the end of the day. That’s one reason why the brewery founded by German immigrant David Yuengling in 1829 has thrived, becoming America’s oldest brewery today.
But that’s not all. History and tradition only go so far when it comes to building a loyal following. In order to stick around as long as this brewery has, the beer it produces has to be pretty darn good.
An Iconic Lager
Right now, 12 brands, ranging from dark porters to easy-drinking light varieties, flow from the Yuengling vats, totaling 2 million barrels produced annually. Some are new, while others have recipes that date back to the brewery’s roots in the 1800s.
But it’s the Traditional Lager that has become Yuengling’s flagship brand. A blend of sweetness and malt caramel character captured in the iconic green bottle helped propel the storied brewery beyond its Pottsville roots.
The Lager brand was the brainchild of Dick Yuengling, the fifth generation of the family who took over the brewery in 1985 and resurrected a historic recipe to produce an American classic.
“He wanted a brand with more character to it, and he came up with the Lager and put it in a green bottle to give it that imported look,” says Jennifer Yuengling, Dick’s daughter and part of the sixth generation operating the family business still owned by her father. “It really raised the bar with the brands we were carrying, and after that we took off in the Philadelphia and State College markets.”
Yuengling: Taste The Present And Past
Today, the Yuengling company owns three breweries—two in Pottsville and another in Tampa, Florida—and its brands are distributed in 27 states. While Lager remains the premier brand, the lineup constantly evolves to meet the ever-changing tastes of beer drinkers.
Flight is an upscale light beer introduced five years ago that has become a hit with health-conscious beer connoisseurs who prefer a low-carb, low-calorie brew with a crisp taste. Bongo Fizz is the latest craft-style offering—a premium beer with a juicy burst of mango to finish every taste.
The company’s history is reflected in several other brands, and a few harken back to a time in America when the future of every brewery was in doubt. During the Prohibition Era of the 1920s, the Yuengling family faced one of the most challenging times in its history. With a ban on the production and sale of alcoholic beverages, how on earth could a brewery remain in business without the feds busting down the door?
When Prohibition hit, the Yuengling brewery was almost 100 years old and had a name—and employees—to protect. To survive, Yuengling switched to production of “near beer” products—those that contained less than 0.5% alcohol and were legal in those days.
As an added source of income, the brewery also pivoted and opened a dairy farm outside of Pottsville to produce milk and ice cream products. It might not have been beer, but it was enough to keep the family business intact through a dark period of history.
“We hear the family stories about lean years of Prohibition, world wars, other events and what it took to keep this company alive,” says Jennifer, who runs the company with sisters Wendy, Sheryl and Debbie. “I appreciate it, and it’s quite rewarding that we’re playing a small piece in this long history.”
When Prohibition ended in 1933, the Yuengling family didn’t miss a beat and went back to brewing the favorites that are known today as “heritage beers.” Lord Chesterfield Ale, known as “Chetty” among locals, is known for its combination of sweet maltiness and sharp finish. And Dark Brewed Porter, which made Yuengling one of the largest porter producers in America, is a specialty beer dating back to 1829, brewed specifically for tavern owners at that time.
Over the last 196 years, there have been plenty of other Yuengling brands that have come and gone. Their labels adorn the walls inside the historic brewery’s museum, which is open for tours and attracts approximately 75,000 people each year. But just because a brand has its label on the wall doesn’t mean it will never be poured again.
“As consumers’ tastes change, so does our portfolio,” says Wendy. “Our brewers have been able to resurrect some of those old recipes, which has been really cool. We’re able to pick up that old label, tweak it and make a recipe that’s been authentic to Yuengling from years ago.”
The history, expert brewers and loyal customers enable Yuengling to get creative with their offerings as well. Recently, the company introduced small batch brews called the Eagle Series, which are only available at the tasting room in Pottsville and the taphouse at the Tampa brewery. Eagle Series beers are produced in 15- to 20-barrel batches and are based on old recipes with a modern twist, including cream ale, black and tan and Kolsch variety that will be launched this summer.
“We’re always watching where consumers are going and listening to our fans,” Wendy says.
And drawing on their history.
American Pride In Every Bottle
The Yuengling family takes pride in being America’s oldest brewery, and the title isn’t just a marketing theme. Patriotism in the Yuengling family flows as true as the beer it produces, and it’s one reason for the strong connection it’s made with generations of beer drinkers.
In fact, love of country drives many of the company’s partnership decisions, especially when it comes to veterans. Yuengling has long been a supporter of Team Red, White & Blue, which supports the health and wellness of veterans, along with the Tunnel to Towers Homeless Veterans Program.
For its 195th anniversary last year, Yuengling held a Stars and Stripes Summer Celebration with a free concert by country star Lee Brice in Pottsville’s historic downtown, which also raised funds for veterans programs.
“We just leaned toward military and veterans organizations not only because it fits well with our brand, but we believe in those causes,” Wendy says. “We are America’s oldest brewery and family-owned for six generations, and it just always felt authentic for us to feature that with our beer and
our partnerships.”
Next up: the 200th anniversary in 2029. It’s a milestone no other brewery can claim, so expect Yuengling to bring out some new brews to mark the occasion while continuing to showcase those from the past that built the company to what it is today.
For more information about the Yuengling brand and to plan a tour of the museum, visit yuengling.com.
Related Articles
