Bailey Brand Consulting partnered closely with the Yuengling marketing and design teams on multiple initiatives related to their three core brands, including the first packaging refresh in nearly 30 years.

Bailey Brand

Established in 1829 in Pottsville, PA, Yuengling 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 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 products.



The result is a modern, eye-catching package that clearly communicates Yuengling’s storied past. 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.

  • Brand Strategy
  • Packaging
  • Production

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