Hard work, perseverance, resiliency – and a little bit of luck – that’s what has helped us survive over the years to become “America’s Oldest Brewery.” Guided by these principles, each generation of Yuengling’s has impacted the family business, steering it through the triumphs and trials of their times. As the 6th generation, we remain inspired by our past and disciplined in our values, while striving to make our mark on the company’s future.
This year, we are proud to pay tribute to the five generations before us as we celebrate the brewery’s 190th anniversary. We couldn’t think of a better way to celebrate than with our loyal employees, business partners and consumers who has shown us support and dedication throughout the years, and helped Yuengling reach this tremendous milestone.
Along with the debut of our limited edition, commemorative Lager cans, where a new design is being released each month from January to April, we also kicked off the anniversary celebrations with an exclusive release of our Bourbon Barrel Reserve – a sweet and smooth Marzan-style brew aged in bourbon barrels in the brewery’s hand-dug caves. Fans enjoyed the limited-edition, special release beer at our Pottsville Gift Shop on January 11, with a portion of proceeds from the evening donated to Pink Boots Society, a non-profit organization that inspires and encourages women beer industry professionals to advance their careers through education. We are brewing additional small batch, bourbon barrel releases that will be available throughout the year, so be sure to follow our social media for when they will be released!
Every year, more than 70,000 visitors tour our historic Pottsville brewery, and we could not be more grateful for all the support. To show our appreciation, we’re inviting fans – new and old – to join us throughout the year and celebrate how Yuengling overcame tremendous obstacles in history to make it to 190 years, while remaining a family-owned and operated brewery. On April 18, we’re excited to celebrate the first-ever America’s Oldest Brewery Day at the Pottsville brewery! Visitors can tour the newly renovated Yuengling Museum and Gift Shop, which used to be the old creamery that helped us survive Prohibition in the 1920s, try our portfolio of Yuengling products in the tasting room, and hear stories from multi-generational families who have worked at the brewery and contributed to our success. On America’s Oldest Brewery Day, visitors can witness the sealing of Yuengling’s 190th time capsule, enclosed with special items from our family, employees and fans.
But the fun doesn’t stop there… on July 13, we’re welcoming fans to our hometown of Pottsville to celebrate our 190th birthday with a free summer concert and downtown event. Visitors can enjoy Yuengling beer, food and fun from a variety of local vendors. Make sure to visit our Facebook page for additional information as we prepare to announce the headlining band.
Not local to Pottsville, but love Yuengling? We want to give all consumers an opportunity to join the anniversary excitement. Between January and April, show us how you celebrate with Yuengling by using #YuenglingGoodTimes on social media – whether it’s celebrating your team’s winning score or rewarding yourself after a long day – and receive a chance to win cool prizes.
We’re proud to share our milestones and successes with everyone who has been a part of our storied success. The continued support and appreciation for the history and heritage behind our brewery is ultimately what makes Yuengling, Yuengling.