Bailey Brand Consulting Yuengling Logo in Black

Partnering with America’s Oldest Brewery on a Comprehensive Packaging and Portfolio Refresh

Project Overview: Yuengling Packaging Refresh & New Product Launch

Established in 1829 in Pottsville, Pennsylvania, Yuengling is America’s oldest brewery. Run today by the all-female sixth 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 over the past 200 years, Yuengling felt it could be doing more to increase awareness, leverage its heritage and tell its story.

Bailey partnered closely with the Yuengling marketing and internal design teams on multiple strategic initiatives, including a complete packaging design refresh for its three core beers (the first in nearly 30 years) and two brand-new product launches.


What We Did

Packaging Refresh: Traditional Lager, Light Lager, Black & Tan

Bailey began by conducting an exhaustive consumer research study to better understand existing brand and market perceptions. Based on our findings, we then developed a visual strategy to increase the perceived value of Yuengling’s Traditional Lager, Light Lager and Black & Tan beers on shelf.

Our design team created dozens of options in an attempt to reduce visual clutter on the packaging and to refocus communication on core elements related to the brand’s heritage—including meticulous refinements to the iconic Yuengling Eagle & Barrel symbol.

The result is a modern, simple and eye-catching design that clearly conveys Yuengling’s storied past and helps clarify the relationship between the family of beers in the company’s portfolio. In updating the aesthetic of this historic beverage brand, Bailey also helped Yuengling reassert its claim to authenticity as America’s oldest brewery.


What We Did

New Product: Yuengling Golden Pilsner & Yuengling Flight

In addition to partnering with Bailey on a complete packaging design refresh for its three core beers, Yuengling tapped our team to help answer a critical question: How could the brand better understand its consumers and position itself to grow in key market categories?

Our team conducted extensive ethnographic research with a diverse group of engaged beer drinkers, identifying areas of unmet demand and distinct product gaps within the brand portfolio. Yuengling’s brewers dug deep into their archives and began experimenting with new recipes: one for a refreshing and smooth pilsner-style beer and one for a clean, crisp, easy-drinking light beer.

Bailey developed initial brand, naming and visual concepts and partnered with Yuengling’s marketing and internal design teams to guide them through multiple ideation sessions leading up to a full product launch.

Bailey Brand Consulting New Yuengling Golden Pilsner Refreshing & Smooth. Enjoy Responsibly.


After months of internal testing and wide-ranging exploration of new brand, visual and product concepts and consumer validation, Yuengling proudly launched its new beers.

These bold additions to the Yuengling core beer lineup represent an important step forward for the sixth generation of the Yuengling family, opening up the brand to new markets and incremental consumers.


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