RETHINK YOUR LIGHT BEER

FOR IMMEDIATE RELEASE

YUENGLING URGES YOU TO “RETHINK YOUR LIGHT BEER”

POTTSVILLE, Pa. (September 3, 2010) – One of the fastest growing light beers in the United States belongs to America’s Oldest Brewery.

That growth is expected to continue for Yuengling Light Lager after receiving updated brand packaging across the brand line in 2010 and the fall launch of Light Lager’s first ever television advertising campaign titled “Rethink Your Light Beer.” Yuengling teamed with marketing and communications firm Pavone to develop the television campaign, which also includes print, radio, and outdoor.

The television spots, titled “Simple Test”, and “Black Sheep”, compare multiple glasses of unlabeled light beer varieties on a bar. Finding the Yuengling Light Lager in the crowd is a straightforward task, as it is readily identifiable by its amber color. However, the Light Lager’s taste is what makes it “disappear”. The spots will air beginning in September throughout Yuengling’s 13 state distribution footprint.

“The packaging redesign has certainly enhanced the brand image on the shelf and over the bar at retail. However, the true success of Light Lager lies in the product, not packaging innovation,” stated Lou Romano, Yuengling Marketing Manager. “It’s a flavorful light beer that is also amber in color. There’s a visual point of difference when you compare Light Lager to most other light beers in a glass, and a distinctive character profile to the taste.”

First released in 2001, Yuengling Light Lager was introduced as a 99 calorie version of the brewery “flagship” and ever-popular Yuengling Amber Lager. Today, based on total U.S. volume sales, both brands rank in the top 15 domestic premium beers in the country. Remarkably, they are only distributed in 13 states and the District of Columbia.

“The advertising will further our goal of educating the consumer that there is a distinctive light beer brand amongst all the sameness in the category,” commented Romano. “Combining the message with our formidable group of wholesaler partners gives Yuengling Light Lager the opportunity to grow for many years to come.”

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About D.G. Yuengling & Son, Inc: 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. For more information, visit http://www.yuengling.com/.

ABOUT PAVONE: Pavone provides clients with strategic thinking through an array of marketing, advertising and public relations services. The agency works with national and international clientele spanning many industries, including food and consumer products, education, building products, media and health care. To learn more about Pavone, visit pavone.net.