Yuengling is going big.
D.G. Yuengling & Son, Inc., America’s oldest brewery, is launching its largest marketing initiative in its nearly two century history, the company reports. The brewery’s new “Respect. It’s Earned.” campaign, created with Philadelphia and Boston-based agency Allen & Gerritsen, celebrates “the craftsmanship, tradition and perseverance” of the family-owned and operated company and its signature beer, Yuengling Traditional Lager.
In 2016, Yuengling will nearly double its media spend behind this campaign.
The “Respect. It’s Earned.” campaign is intended to make Yuengling’s history “tangible” by showcasing elements of the brewery and its traditional brewing process. This includes imagery of the nearly two-century-old hand-dug fermentation caves that were used for storage before refrigeration, the on-site brew house, and time-tested bottling line.
The 360-degree “Respect. It’s Earned.” campaign, which will run throughout Yuengling’s 18-state footprint, includes TV, print and digital, as well as both on- and off-premise retail promotions. You can view campaign spots here and here.
“We have a unique story to tell, and we decided that it’s time we told it more broadly,” said Dick Yuengling, fifth generation president and owner.
“Many beer drinkers don’t realize that Yuengling has been brewing beer longer than anyone else in America, which is an incredible achievement and a testament to our quality beers,” said Tyler Simpson, Director of Marketing. “This campaign highlights our 187 years of rich brewing heritage . . . We are excited about how this work will help us connect with and build another generation of passionate Yuengling fans.”