Press Release
March 13, 2007
Contact: Angel Saurazas
570-622-0153 ext 104

Yuengling Hits the Slopes at Big Boulder for First Annual Beach Bash

Pottsville, PA, March 14, 2007 -- The Yuengling Brewery held its first annual Beach Bash at Big Boulder Ski Resort located in Pennsylvania’s Pocono Mountains this past weekend. The event took place March 9th to 11th and was the conclusion of Yuengling’s ‘06-‘07 winter season snow program.

“This was the first comprehensive marketing program of its kind for the brewery.” stated Rob Schimony, Director of Sales Administration for Yuengling. The program incorporated both on- and off-premise activity with radio support in key markets throughout PA, NJ, DE, MD, DC, VA and NY. Radio stations promoted the program with consumer giveaways such as ski apparel, snowboards and Grand Prize trips to the event.

The Yuengling Beach Bash was a success with the over 400 VIP guests including consumers, retailers, wholesalers and radio station partners that hit the slopes and enjoyed a weekend of skiing, snowboarding and various winter/beach activities. The Beach Bash party and concert were held Saturday night at the mountain lodge for all winners to enjoy the complete lineup of Yuengling products, in addition to a trio of Reggae bands that included Dr. Cheeko, Cherry Rock and Jamaica’s Ed Robinson.

1. Sheryl Yuengling (center) enjoying the Beach Bash with a group of loyal Yuengling drinkers.
2. Snowboarder competing in the pond skimming contest.
3. Jamaica’s Ed Robinson performing at the Beach Bash Reggae concert.

About D.G. Yuengling & Son, Inc:
Based in Pottsville, PA, D.G. Yuengling & Son, Inc., America's Oldest Brewery, is family owned and operated since 1829. Principal beer brands include Traditional Lager, Light Lager, Premium, Light, Black and Tan, Dark Brewed Porter, and Lord Chesterfield Ale.

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