Yuengling Gets a Makeover

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America’s oldest brewery is re-branding its traditional Yuengling Lager, Light Lager and Black & Tan brands.


It will be more difficult not to acknowledge the oldest brewery in the United States now that Yuengling has re-branded it’s packaging with one of the more prominent changes including a larger emphasis on “America’s Oldest Brewery” text hovering around the iconic Eagle and Barrel icon.   This marks the first time in nearly 30 years that Yuengling has changed any of its labeling.    The changes will be made to its popular Yuengling Traditional Lager, Light Lager, and Black & Tan brands.



image credit: Thom Carroll/PhillyVoice

In a press statement, Owner and President Dick Yuengling said: “We are excited to introduce updated packaging of our core brands which features our powerful Yuengling Eagle & Barrel icon, a proud symbol of our family owned brewery since 1829.”   The new labeling seeks to simplify the design, alter the color palates, and emphasize the brewery’s long history.

The Pottsville, PA brewery began brewing beer back in 1829 when David G. Yuengling established the Eagle Brewery on Centre St.   However, 2 years later in 1831 a fire burned down the plant and the brewery was rebuilt on Mahantongo St where it remains operating today.   The Eagle and Barrel icon pays homage to the original Eagle Brewing Plant.   In 1987, the Yuengling Traditional Amber Lager beer was re-introduced to meet the increased demand of medium-to-heavy bodied beers.   It has remained its flagship brand ever since.

Today, Yuengling is now distributed in 20 states across the country.  It was just recently ranked as the top craft brewery in the U.S. last year according to the Brewers Association.

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