Packaging Refresh: Modernizing the Look and Feel of America’s Oldest Brewery

Packaging Refresh: Yuengling Traditional Lager

Established in 1829 in Pottsville, PA, Yuengling is America’s oldest brewery, and looking for a packaging refresh. Run today by the fifth generation of the Yuengling family, the brand is best known for its Traditional and Light Lagers, as well as its Black & Tan half-and-half style beer. Despite having grown into the largest craft brewery in the country, Yuengling felt it could be doing more to increase awareness, leverage its heritage and better tell the story of being America’s oldest brewery.

Bailey Brand Consulting partnered closely with the Yuengling marketing and internal design teams on multiple initiatives related to their three core brands, including the first packaging refresh in nearly 30 years. The Bailey team began by conducting extensive consumer research to better understand existing market perceptions. Based on our findings, we then developed a strategy to modernize and increase the perceived value of Yuengling’s Traditional Lager, Light Lager and Black & Tan on shelf.

Bailey tested many design options with the aim of better communicating the brand story and improving shelf visibility, which we achieved by reducing visual clutter on the packaging, updating and refocusing communication on core elements related to the brand’s heritage (such as the iconic Yuengling Eagle & Barrel symbol) and creating a more consistent look and feel to help clarify the relationship between the family of beers in the portfolio.

The result is a modern, simple and eye-catching package refresh that clearly communicates Yuengling’s storied past in a relevant and engaging way. In updating the aesthetic of this historic beverage brand, Bailey helped Yuengling reassert its claim to authenticity as America’s oldest brewery. Look for the updated packaging on store shelves now.


To learn more about this topic or to discuss an issue impacting your business, contact Bailey’s Vice President of Client Services, Jamie Gailewicz, at 610-818-3103 or click here to contact us via [email protected]

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