S.U. BEER APPRECIATION CLASS

School is almost out and college students around the country are preparing to take their final exams and pack it up for the year. Students in the Syracuse University Beer and Wine Appreciation Class have a few more lessons to get in before the summer break. That’s right, S.U. offers a Beer and Wine Appreciation Class to students that are age 21 and over. Steve Collins, of Yuengling, and Larry Rothenberg of Onondaga Beverage were invited to attend this class last Monday and present some information about Yuengling’s history and product portfolio. They started out by showing our company video and some of our new commercials to the students. This was followed by a discussion about the history of the brewery. Afterwards, students sampled Lager, Light Lager, Lord Chesterfield Ale, Black & Tan, and Porter. Steve and Larry discussed the unique characteristics of each brew, along with what each brew is best paired with. After the samples were finished, there was a question and answer session and students got some cool Yuengling gear including hats, tee shirts, and a Yuengling flag.

Thank you to Professor Tim Bar for having us. This is a unique class that probably fills up fast when it is time to register at the beginning of the semester. Thank you to Larry Rothenberg for participating as well, we wish you the best in your retirement this summer!

WEST POINT BEER DINNER

Yuengling hosted our first ever beer dinner at the West Point Club at the US Military Academy at West Point on Friday April 17th. The crowd of approximately eighty people had the opportunity to enjoy four different products on draught from America's Oldest Brewery’s portfolio. Attendees enjoyed Yuengling Bock to celebrate the start of Spring, followed by three other products paired with various foods along the three course meal.

The first course was a very tasty Potato and Cheddar Soup paired with Light Lager. For the second course, attendees had their choice of entree - Strip Steak, Grilled Chicken, or a Cheese Steak paired with Lord Chesterfield Ale, this was followed by a Date and Nut Porter Cake. Chef John did a great job. The food was delicious and the staff of the West Point Club made sure everyone had a great time.

Drew Byrnes hosted the evening and Bob Seaman, Yuengling plant manager, gave the crowd full background info on the beer styles that were enjoyed with dinner. He also discussed the brewing process and the different taste characteristics of our various beer styles. As always, Bob did a great job and the people enjoyed his presentation immensely! There were a few advanced home brewers in the crowd, so there was some great chatter on the brewing process going on!

The dinner was attended by West Point Club members, Retired Military personnel, West Point staff and cadets. There were numerous Yuengling door prizes raffled off across the evening with the grand prize being a Military Mirror signed by Dick Yuengling. Major Ed Williams, Instructor of American Politics, Policy and Strategy won the grand prize Mirror!

Thanks to everyone who contributed to this successful evening. Go Army!

TASTE OF MARIETTA PHOTOS

The Taste of Marietta food festival was a great success this past weekend! The Historic Marietta Square was busy with hungry people all day long. With over 50 restaurants showcasing their selections, no one stayed hungry for long. The Yuengling team in Georgia made sure there was plenty of Yuengling available to go with all of this great food. The beer selection was great; we featured Traditional Lager, Light Lager, and Black & Tan. Thank you to everyone who came out.

ERIE MICRO BREW FESTIVAL

Spring is here and the beer is flowing at local brew festivals around the country! Recently, Yuengling teamed up with Edinboro Beverage to participate in the 2009 Erie Micro Brew Festival. The festival was held at The Brewerie at Union Station in Erie. This festival was established in 2007 and has been growing in popularity ever since. This year, Yuengling joined the twenty two other brewers that were showcased at the festival. This year’s event saw over 1,000 attendees, between the two sessions, and there were a great selection of brews available to sample. At the Yuengling booth, we featured the Light Lager, Lord Chesterfield Ale, and Porter brands. Fans enjoyed all of these brands, and also gave us some positive feedback regarding our current advertising campaign. Thank you to everyone who came out to enjoy the day with us at the 3rd Annual Erie Micro Brew Festival.

READY FOR TAKE OFF

Yuengling has taken flight, literally! As a result of a recent agreement with USA 3000 Airlines, Yuengling will now be available on all of their flights. USA 3000 was founded in 2001 and is based in Philadelphia. They are a sister company of Apple Vacations, focused on delivering quality services to their customers. They have a fleet of eleven Airbus A320 airplanes and have dedicated flights out of Baltimore, Chicago, Cincinnati, Cleveland, Columbus, Detroit, Fort Myers, Philadelphia, Pittsburgh, and St. Louis. USA 3000 is now exclusively serving Lager, Light Lager, and Chesterfield Ale in flight. Since Yuengling is not distributed in some of these cities, passengers will be in for a treat once they board their plane. So when it is time for a vacation this year, consider traveling with USA 3000 Airlines and Yuengling!

Thanks to everyone at USA 3000 Airlines for their support of the Yuengling brands. To learn more about the airline or to book your flight, you can visit their website at http://www.usa3000.com/.

ROCK FORE DOUGH PHOTOS

The Rock Fore Dough concert was held in conjunction with the Masters Golf Tournament a few weeks ago in Augusta, Georgia. Yuengling was proud to be a part of this annual event. Concert goers enjoyed music by Hootie and the Blowfish, The Zac Brown Band, and 48Volt at this year’s event. To make a great evening even better, Yuengling Lager, Light Lager, and Black & Tan draught was available at the event. Proceeds from the concert benefit The First Tee program, a program that teaches children life skills through the game of golf. Thanks to the all of the fans that came out to this year’s concert, enjoy the pictures below.

RED APPLE TRADE SHOW

Yuengling attended the Kwik Fill Red Apple Trade Show last week in Batavia, New York. Kwik Fill / Red Apple is a chain store with 115 locations in New York State. The annual trade show gives suppliers the chance to communicate with the management of these locations face to face. We set up some of our floor displays for managers to see, as well as some of one of our more unique packages, the 22 ounce Lager Bomber bottle. Mike Berardini did a great job representing Yuengling at this event. He made sure to remind managers about the $9.49 deal that is coming up in May on Lager, Light Lager, and Black & Tan twelve pack bottles. Thank you to our wholesale partner CH Wright Distributors for your support in the New York market.

ULTIMATE GAME PROMO

Yuengling and Gold Coast Distributors partnered up this year to run the “Ultimate Game” promotion for our on-premise accounts in the Florida market. The competition featured thirty bars from the West Palm and Key West areas, it ran during last year's NFL season. The bars competed in a volume based competition for the grand prize of a theatre system including a projection TV and surround sound too! All of the bars ran Lager and Light Lager bucket specials during predetermined NFL games throughout the season. The game day promos were supported by point of sale items as well. In the end, Billy’s in Fort Lauderdale won the competition and they were awarded their prize in late March. Congratulations to everyone at Billy’s, especially Kris (Owner), Robin, and Kelly. Thanks to all of the bars who participated in this year’s competition, we look forward to running a similar program next season as well.

MARTIN GUITAR PARTNERSHIP

Yuengling continues to celebrate this historic 180th Anniversary year with some exciting promotions. Check out the official press release that details our 2009 music program:

Yuengling Partners with Legendary Guitar Manufacturer C.F. Martin& Co. ®

Pottsville, PA, March 2009 –D.G. Yuengling & Son, Inc., America’s Oldest Brewery and C.F. Martin & Co.® proudly announce a music promotion offering music fans 21 and over the opportunity to win a custom Martin Guitar. This is one of Yuengling’s marketing campaigns for its year long 180th Anniversary Celebration.

The four-month promotion will kick off May 1 and end August 31, 2009. The promotion will be supported by local radio and print advertising, promotional activities at bars, giveaways and point of purchase displays at retail outlets. Consumers 21 years of age and older will be eligible to win, through text-to-win format, a Yuengling limited edition custom Martin D-41 Special Acoustic Guitar, manufactured by one of America’s most famous acoustic guitar manufacturers.

“In celebration of 180 successful years, Yuengling wanted to commemorate this landmark by providing unique opportunities for consumers to interact with our brands. A Yuengling music promotion with an iconic American brand like Martin Guitar was a natural fit for us.” stated Lou Romano, Marketing Manager. “Both companies share a storied history and remain family owned and operated since inception and pride on providing consumers with the highest of quality products.”

C.F. Martin & Co.®, for well over a century and a half, has been continuously producing acoustic instruments that are acknowledged to be the finest in the world. The company has adapted successfully to continual changes in product design, distribution systems, and manufacturing methods. In spite of the many changes, C. F. Martin has never veered away from its initial commitment to quality. The concern for producing the finest instruments possible in 1833 is especially evident today at Martin’s expanded facility in Nazareth, Pennsylvania.

Based in Pottsville, PA, D.G. Yuengling & Son, Inc., America’s Oldest Brewery, is family owned and operated since 1829. Principal beer brands include Traditional Lager, Light Lager, Premium, Light, Black and Tan, Dark Brewed Porter, and Lord Chesterfield Ale.

Below: Pictures from inside the custom shop at Martin Guitar.

WVIA INTERVIEW

One of our local public television stations here in Northeast Pennsylvania premiered an interview with Dick and Wendy Yuengling Wednesday night as part of their Business Journal series. The series features major employers and businessmen and women that reside and operate their businesses in this area. The interview that WVIA aired was conducted by Bill Kelly in January of this year. Mr. Yuengling discusses his history with the company, and details the journey that he has had in the beer industry thus far. Wendy discusses her many roles within the organization and is optimistic about the momentum and the future of the Yuengling Brewery. The interview is one hour long with no commercial interruptions. It is scheduled to air again tonight, Friday April 17th at 10pm and Sunday April 19th at 4pm. If you are in Northeastern PA, check your local listings to find out what channel WVIA broadcasts on in your area. To learn more about this series you can visit WVIA’s website at: http://www.wvia.org/tv/businessjournal.index.generic.php.

NY NCAA PROMO

The Yuengling Team in NY was out for the NCAA Championship game last Monday. They were at the Applebee’s on Walden Avenue in Buffalo, NY. This is one of Applebee’s sports themed locations, and it was a prefect spot to watch North Carolina and Michigan State battle it out for the championship. Patrons watched the game while enjoying Lager at the feature price of $2.00 for a pint and $3.75 for a 22 ounce glass. When there was a break in the action of the game, patrons had the opportunity to answer some college basketball trivia. Fans that answered the questions correctly got to take home some neat Yuengling prizes including hats, tee shirts, cozies, and key chains. Thanks to everyone who came out, and congratulations to the North Carolina Tar Heels on their win.