Yuengling Lager is IRI’s #1 “Power Brand”

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Pottsville, PA, April 2005 – D.G. Yuengling & Son, Inc., America’s Oldest Brewery is

proud to announce its Traditional Lager brand has been named by Information Resources,
Inc. the #1 ranked “Power Brand” for 2004.

Information Resources, Inc. (IRI), the provider of market information solutions has
announced its annual 2004 Beer Power Ranking, a ranking of the “top 25 most influential
individual brands across the Beer market.”

In making its rankings, IRI says it analyzed volume growth, share of segment trends,
merchandising effectiveness, front line pricing stability, profitability, distribution gains,
incremental sales, and sales velocity growth in 2004 versus 2003 to determine the top brands
in the beer industry.

“2004 proved to be an extremely exciting and challenging year for beer,” commented Bump
Williams, Executive Vice President and General Manager, Global Consulting Beverage
Alcohol Practice, IRI. “These Brewers have done an outstanding job at not only
understanding their consumers and partnering with their retailers, but also differentiating
their offerings through innovative approaches to improved business performance and retail
execution. Competition was fierce this year and we salute their success.”

“The beer industry faced tough challenges from the Spirits and Wine categories this year, yet
the people associated with the Yuengling Brewery and our brands continued the great
tradition of innovation and teamwork to achieve record growth,” said Dave Casinelli, COO
of Yuengling. “Everyone at the Yuengling Brewery is proud and honored to be ranked as
the #1 Power Brand in IRI’s 2004 industry analysis. A lot of good people have worked very
hard to make Yuengling Lager a success, and we take great pride in our good fortune. It
takes a lot of quality people at the Brewery, Sales Teams on the streets, as well as our
dedicated wholesalers who are committed to spending time with the retailers to get our
product on the shelves and on display for the consumer to enjoy. We look forward to seeing
the brand grow, to helping the retailer and wholesaler make more profit, and to working
with IRI to make Yuengling Lager a repeat winner next year.”


For more information contact:
Angel Saurazas, 570-622-0153 ext 104
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