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America's Oldest Brewery

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America's Oldest Brewery We take great pride in being recognized as America’s Oldest Brewery. 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 Lagers, Porters and Ales 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 breweries, 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 Porter.” 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, Pennsylvania, 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 New York City, 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 hops 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 Lager 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. barrels 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.
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