We take great pride in being recognized as America’s Oldest . Our company has persevered for generations, spanning over 185 years, and has been continuously family-owned and operated since 1829. My four daughters and I remain committed to producing the highest quality portfolio of beers for our customers to enjoy. We vow to honor and respect the traditions that have kept this company strong and independent for six generations. D.G. Yuengling & Son, Inc., America’s Oldest Brewery, is a family owned and operated brewery built on strong heritage and traditions with a commitment to producing the highest quality , Porters and for our wholesalers, retailers and consumers. Thank you to all the loyal consumers, retailers, wholesalers and employees who are the cornerstone of our brewery. You have become a part of the extended Yuengling family, and each of you has played an integral role in our continuing success.

Whether you are raising a glass of Yuengling for the first time or have been a life- long fan, thank you for your support of America’s Oldest Brewery. We invite you to visit our , discover more about our rich history and sample our great portfolio of brands.

Cheers, D.G. Yuengling & Son, Inc., will continue to grow and strengthen its position as an iconic American owned and family operated brewery. Dick Yuengling, Jr. Fifth Generation President and Owner

• Commitment to quality and excellence • Respect for all individuals Jennifer Yuengling Sheryl Yuengling Wendy Yuengling Debbie Yuengling • Superior service to our wholesalers, retailers and consumers • A positive work environment for our employees • Honor our heritage and traditions Sixth Generation Daughters • Enhance and invest in our local communities • Preserve and protect our natural resources brewing history, the restrictive period of prohibition forced many breweries out of business.

To survive Prohibition, Yuengling produced three different near beers. The first was “Yuengling Special,” the most popular near beer brew. In addition, they introduced “Yuengling Por-Tor,” a take-off of their popular In spite of the demise of countless breweries throughout in Richmond, Virginia — appropriately naming it the “Celebrated Pottsville .” The third was the country, the ever-popular Yuengling Brewery survives James River Steam Brewery. an experiment with a unique brewing process as a thriving business and historic treasure. It owes that produced a cereal beverage called “Yuengling its ongoing success to a remarkable combination In 1873, when David Yuengling’s second son, Frederick, Juvo,” marketed as an early energy drink. of pride and determination, tradition joined his father in the original operation, the brewery and innovation. This is evident in the name was officially changed quality products produced through- to D.G. Yuengling & Son. out Yuengling’s challenging history. It was Frederick’s steady management that helped It was the year 1829 when guide the company through Americans were getting used economic uncertainty and to their newly elected president, eventually saw him add Andrew Jackson, that 23-year-old a bottling line. Following David G. Yuengling, an immigrant the death of Frederick Yuengling from Württemberg, Germany, in 1899, his only son, Frank, It was also during this period that Frank Yuengling settled in Pottsville, , took the helm. He managed constructed the Yuengling Dairy across the street and started a brewery. the business until 1963, from the brewery. The dairy provided ice cream a remarkable period of 64 years. and other dairy products to customers in the area Originally named the Eagle Brewery, today the Yuengling until it was closed in 1985. Brewery is still identified with the qualities of strength and The Prohibition Era pride, symbolic of the American Eagle. Each Yuengling During the late 1800s, two additional breweries were In 1933, when the nation’s breweries and disgruntled label bears the eagle trademark chosen by young David opened in New York, in Saratoga and , beer lovers finally won the fight against Prohibition, Yuengling so long ago. Previously located on Centre Street, and a fifth brewery was eventually opened in Trail, British Yuengling produced its symbolic “Winner Beer,” to current site of Pottsville’s City Hall, the brewery was Columbia. Over the course of time, all of these breweries celebrate Prohibition’s repeal. The brewery shipped completely destroyed by fire after only two years of were closed or sold, but the Pottsville location survived. a truckload of its popular brew to the White House operation. A new brewery was then constructed on to show their appreciation to President Roosevelt. Mahantongo Street, where operations continue today. One of the more interesting facets of the company’s colorful history was its innovative response to the In 1866, David G. Yuengling’s eldest son, David, Jr., left “Prohibition” of alcohol legislated by congress in 1919. Opposite page: Yuengling Juvo and Winner Beer labels. This page, top to bottom: Brewery workers with David G. Yuengling (c. 1875); Yuengling Pottsville to establish a second brewery on the James River Considered one of the biggest shakedowns in American farmers; brewery workers outside the Pottsville Brewery (c.1914). As thirsty GIs returned home from World national and state historic registers and was officially In 1985, Richard, Sr. was ailing. Dick had a decision War II, it was clear that American tastes were recognized as America’s Oldest Brewery. This honor to make — whether to continue with the distributorship changing. Lighter, nationally-brewed beers generated renewed interest in the company and its or return to the family business. Despite the company’s were gaining in popularity over the full-flavored beer brands. However, even as this milestone financial struggles, he decided to purchase the brewery products of traditional, regional breweries. of longevity was being celebrated, to keep the company from Difficult times continued throughout the 1950s the company looked to begin closing its doors. On that day and 1960s. National breweries became even a new chapter in American he vowed to not be remembered more prominent. Television advertising and brewing — the rebirth of the as the Yuengling who presided an interstate highway system helped spread classic American beer. over the demise of his family’s the popularity of large beer brands. The market brewing legacy. Today’s Modern for local beer declined, and imports were gaining Beer Maker favor among affluent drinkers. Every effort was made to modernize Richard “Dick” Yuengling, Jr. the company and make it more started working at his family’s competitive in the marketplace brewery in 1958. As a teenager, without compromising its heritage. he helped stack cases, lug empty Dick began work with Ray Norbert, kegs, clean the cellar tanks and the longtime brewmaster, to expand load trucks. He watched as his the company’s product portfolio. father and uncle struggled when Original Black & Tan was produced they took the company’s reins by combining the company’s Porter When Frank Yuengling died in 1963, Frank’s in 1963. “All the small breweries and Premium brands. In 1987, two sons, Richard, Sr. and F. Dohrman Yuengling, were going out of business,” a historic recipe was resurrected and took control over a venerable company struggling Dick recalls. “I was being told Yuengling Traditional Amber to make payroll. When Dohrman passed away not to make a career of it.” After was reborn. Eventually, this in 1972, the brewery, like many other family his high school graduation, his product would go on to draw businesses, existed primarily to sustain the family. parents sent him off to Lycoming national attention. College to prepare for another line Dick Yuengling, the present owner, credits the of work. Even so, he left Lycoming But in 1989, D.G. Yuengling company’s survival to the determination and hard after only one year and returned to & Son would make only 127,000 work of his father and uncle. “If it wasn’t for their the brewery to pursue his passion. of beer. Dick knew he loyalty to the business during that difficult time, needed sales and marketing help, and he looked outside the company wouldn’t be here today.” “With limited funds for modernization, our brewery was to hire young talent. A year later, he hired David Casinelli just hanging on by a thread. It wasn’t worth very much.” as the first Director of Sales and Marketing. He gave him In 1976, during America’s Bicentennial, only two instructions. “One, get me to capacity (200,000 the brewery captured national attention. In 1973, Dick opted to satisfy his desire to test his barrels) … and two, don’t turn us into IBM.” D.G. Yuengling & Son was placed on both the own skills by purchasing a wholesale beer business in Pottsville. He ran his business for 11 years with Dick was willing to put everything up for review, a great deal of success. Little did he know, these skills something not always commonplace in a family business. This page, top to bottom:Richard Yuengling, Sr. in the Rathskeller (c. late 1970s); Dick Yuengling and his daughters Debbie, Sheryl, Wendy and would soon be put to an even bigger test. Together, Dick and David revamped the marketing, Jennifer (c.1988); Ray Norbert, brewmaster (c.1960). Opposite page: Dick Yuengling with the iconic Yuengling Lager can (c.1987); Ed, an almost 40 year employee, stacking cases in the depalletizer room in Pottsville Brewery (photo credit: Ryan Smith Photography, ryansmithphoto.com). redesigned the labels, switched to more aggressive and Despite making an enormous investment in the Mill Creek committed distributors, and focused on a “back-to-basics” Brewery, Dick Yuengling worked feverishly to purchase the sales approach. They even grew the sales force to a team plant in Tampa as well. of four, including Casinelli. “You have to understand that people scratched their heads. Casinelli recalls, “Whatever the Harvard Business School was People in the industry questioned the logic … this investment teaching, we did the opposite. We were just a bunch of guys was an enormous risk when you compared it to our sales, but selling beer the old fashioned way.” Dick was confident in our ability to grow,” recalls Casinelli.

By 1993, 245,000 barrels were produced, far surpassing From 1997 to 2001, the brewery doubled its volume output the original goal of 200,000. Dick expanded the production and surpassed the 1-million- mark. A loyal consumer base capacity on every last piece of ground available. In fact, continued to grow. What started as word-of-mouth accolades by 1996 demand for Yuengling’s products had completely turned into award winning product recognition. The name outstripped production capabilities. A bold decision was “Lager” became synonymous with Yuengling. made to actually decrease the brewery’s footprint and serve only the closest “core” market. As the company moved forward ­­— poised to surpass 2 million barrels — Dick Yuengling and David Casinelli prepared for the The momentous success of Yuengling’s turnaround brought new challenges ahead. Yuengling’s growth into new markets has the brewery to another crossroads. David Casinelli began an been careful and calculated. To Dick’s credit, he has always been assessment of the company’s options. On a blackboard he listed willing to make the necessary investment in improving his breweries the following choices: upgrade the existing plant, outsource and his company’s infrastructure before making any hasty moves. some production, buy an existing plant or build a whole new facility. At the bottom of the board he wrote, “Or do nothing.” “We have taken the path of disciplined, calculated growth. That option was the first to go. This decision is in the best interests of the company’s future,” states Casinelli, now the Chief Operating Officer. “It would In 1998, Dick Yuengling finally announced his plans be easy to expand quickly and fill capacity, but that’s not the to build a new $50 million facility on Mill Creek Ave., Yuengling path to success.” Pottsville, Pennsylvania, just three miles from the historic plant. However, he knew it would take three long years to begin The phenomenal turnaround success of the company can best production at this new, modern brewery. As fate would have be attributed to four elements: Dick Yuengling’s aggressive it, a former Stroh’s plant came up for sale in Tampa, Florida, commitment, a strong distribution network, the quality just as construction got underway at Mill Creek. Tampa would of Yuengling’s products and the dedication of its employees. instantly give Yuengling the extra capacity it needed to fill While the sixth generation plans to take the helm of demand in the North and would also put it in a better position America’s Oldest Brewery, Dick’s four daughters remain to make inroads in the Southeast. committed to preserving the qualities and heritage that make Yuengling unique. Every effort is made to ensure that This page, top to bottom:Dick Yuengling with Dave Casinelli, Michael Jackson, Joanne Lezesky, Yuengling’s popularity and mystique will continue to expand and Ray Norbert (c. late 1980s); hammering bungs into kegs (c.1993); Dick Yuengling (c.1980). Opposite page: The brew kettle and stained glass ceiling at the Pottsville brewery; Dick market by market for generations to come. announces plans to build Mill Creek brewery with daughters Debbie and Jennifer (c.1998). 1987 Dick Yuengling makes 2014 the decision to reintroduce All four Yuengling daughters Yuengling Traditional Amber 2001 are working at the brewery. Lager, a product that later Production begins at the would become the Mill Creek facility, greatly flagship brand. increasing the overall brewing capacity.

1831 1933 Fire completely destroys the Prohibition ends. The brewery plant and a new brewery celebrates by producing “Winner 1963 is built on Mahantongo Beer” and ships a truckload to Frank D. Yuengling dies at Street, Pottsville, site of the President Franklin D. Roosevelt. the age of 86. He managed current brewery. 1899 the brewery as president and Frederick Yuengling chairman of the board for dies at the age of 51. a remarkable period of His only son, Frank, 64 years. Upon his death, assumes the brewery’s his sons, Richard L. and 2012 management. F. Dohrman, assume management of the brewery. Yuengling becomes largest US-owned brewery due to multi-national brewer 1829 1920 consolidation. David G. Yuengling Yuengling constructs a 1954 establishes the Eagle Brewery dairy directly opposite the The brewery celebrates on Centre Street in brewery to help survive 125 years of existence. 1998 2015 Pottsville, Pennsylvania. 1877 Prohibition. 1979 To meet demand, Dick Yuengling tops the Brewer’s David Yuengling dies Yuengling announces plans 2009 The brewery celebrates Association annual list of at the age of seventy. to build a second brewery Yuengling introduces its its 150th anniversary. largest sellers of craft beer. at Mill Creek, three miles line of seasonal offerings. from the site of the original brewery.

1996 Demand for Yuengling actually begins to exceed 2016 Yuengling continues 1929 the brewery’s capacity. to expand The 100th anniversary of The decision is made to 2009 2012 the brewery. Near beer Yuengling surpasses 24/7 Wall St names 1960 withdraw from markets Yuengling Traditional Lager remains the only product 2 million barrels. Ray Norbert outside of the local area. America’s #1 Favorite Beer. being produced. becomes Brewmaster, a position he held 1895 for 40 years. Frederick Yuengling adds the 1829 bottling line to the plant. Lord Chesterfield and Porter are introduced and continue to be brewed 1919 to this day. The eighteenth amendment is ratified, enacting a call for the 1873 national prohibition of alcohol. Brewery name is changed To survive, Yuengling switches to 1999 A plant in Tampa, Florida, 2011 to D.G. Yuengling production of near beer products. 1976 1985 is purchased from the Mill Creek facility 2015 & Son after David’s son, Dick Yuengling celebrates 30 1936 The brewery is placed on the Richard L. “Dick” former Stroh’s brewery expands, adding capacity Frederick, joins his years of owning the brewery. The brewery national and state registers Yuengling, Jr. buys the early in the year, and beer to help satisfy consumer father as partner. Rathskeller is built. as America’s Oldest Brewery. company from his father production begins demand. and becomes president. by summer. Porter Lord Light Black & Tan Chesterfield Ale IPL Summer Wheat Oktoberfest Traditional Lager Since 1829, Yuengling® Dark Premium Yuengling® Light maintains Light Lager Yuengling® Black & Tan models Since 1829, Yuengling® Lord Yuengling® IPL or India Pale Lager Yuengling® Summer Wheat Yuengling® is proud to offer Famous for its rich amber color Brewed Porter is an original Yuengling® Premium is a well-balanced character of malt Masterfully developed to a traditional English Half & Half. Chesterfield Ale has as much is a truly unique brew with a crisp, is a German Weizen style beer Oktoberfest as a homage and medium-bodied flavor with specialty beer that has been a -style brew, gold and hops for a crisp, satisfying maintain the full flavor profile Introduced in 1986, Yuengling® rich heritage as it does flavor clean character bursting with brewed with a combination to our German Heritage. roasted caramel malt for a subtle brewed expressly for tavern in color with a pale malt finish with only 98 calories akin to our flagship Lager brand, produced one of the first and appeal. Crafted in a unique complex hop notes. The blend of wheat and barley malts. A true representation of the sweetness and a combination owners and family trade. We are character that finishes crisp per serving. Drawing from but has only 99 calories per hand-crafted draft blends to lead two-stage European brewing style of 2 row malted barley and Hallertau hops and authentic style, Oktoberfest is a blend of cluster and cascade hops. This proud to be one of the largest and clean. Premium blends traditional brewing techniques, 12oz serving. Skillfully pairing this style of American brewing. for enhanced bitterness, it utilizes aromatic specialty malt provides Bavarian-style, top fermenting of Tettnang & Hallertau hops true original delivers a well- Porter producers in the US. both two-row and six-row our Light Beer is brewed longer a caramel malt flavor and mild Black & Tan combines 60% of our both conventional kettle hopping the base and complements the yeast deliver a thick, creamy head that pairs well with traditional balanced taste with very distinct Our Porter calls for a generous barley malt for thirst-quenching to reduce the sugar content and hop character creates a popular Dark Brewed Porter and and dry hopping after fruity notes from the Bravo hops, with a slightly hazy appearance German cuisine. Copper character. We’ve been brewing portion of caramel and dark taste. A regional favorite, produce fewer calories. Its pale beautifully rich-colored beer 40% of our Premium Beer to create fermentation resulting in a dry tropical notes from the Belma and overtones of banana and in color, this medium-bodied lagers since 1829, making roasted malts which deliver a rich, it delivers a well-balanced flavor golden color is complemented with deep amber highlights that a brew that is rich and dark in color sharp finish. Its distinct robust hops, citrus notes from the cloves esters. Its crisp finish beer serves up a slightly sweet, Yuengling® Traditional Lager full-bodied flavor and creamy with slight traces of hop aroma by a light-bodied flavor that pairs finishes smooth and clean. with hints of caramel and coffee flavor is derived from a delicate Cascade hops and strong floral is perfect for hot days and toasted character and mild a true classic. taste with slight tones of that is always refreshing. well with Mediterranean cuisine from the dark roasted malts. combination of sweet maltiness notes from the Citra hops. backyard grilling. herbal bitterness. chocolate evident in every sip. and barbecue. and lingering herbal bitterness. Sustainability Mission What We Do D.G. Yuengling & Son, Inc., is a 6th-generation family owned To brew more efficiently for both our company and the and operated business built on strong heritage and tradition. environment, we: Pottsville Brewery • Recycle our brewing byproducts; 5th & Mahantongo Sts., Pottsville, PA 17901 Established in 1829, Yuengling has been committed to (570) 622-4141 Our spent grain is sent to local dairy farms for use supporting local communities and preserving the natural ° as animal feed and soil fertilizer ingredients that make our quality products. ° Our spent yeast is used as a protein supplement by Mill Creek Brewery As America’s Oldest Brewery, we strive to reduce our carbon food processors 310 Mill Creek Ave., Pottsville, PA 17901 (570) 622-0153 footprint, recycling and reusing materials whenever possible ° Our remaining byproducts are converted into as well as conserving water and energy. methane gas to generate on-site power and heat • Conserve water and reuse it when possible Museum & Gift Shop • Recycle glass, aluminum, plastics, cardboard and paper 420 Mahantongo St., Pottsville, PA 17901 • Purchase materials and ingredients locally (570) 628-4890 to reduce transportation • Use fuel-efficient rail delivery of materials Tampa Brewery & Hospitality Center • Use energy-efficient lighting and equipment 11111 North 30th St., Tampa, FL 33612 • Maintain a continuous focus on increased efficiencies (813) 972-8500 and waste reduction For more information, please visit Yuengling.com.