About the Project:
Client: D.G. Yuengling & Son
Year: 2019
Production: Green Jacket Productions
Concept/ Director: Dave Croyle
Cinematography: Dave Croyle / Green Jacket Productions
Photography: Dave Croyle
When you’ve been doing the same 9-to-5 for 190 years, it’s no longer a job. Instead, it’s a legacy. D.G. Yuengling & Son is an iconic American brand. So iconic, it actually pre-dates some of the country’s best known icons, including Coca-Cola, Ford, and Jack Daniels. As a matter of fact, the Yuengling family was brewing beer 50 years before the light bulb was even invented. This is a uniquely American story. Founded by immigrants, run by immigrants, and crafted in the American Spirit, Yuengling brand beer has survived through wars, stock market crashes, Prohibition, and a devastating fire. Pure grit, hard work, and dedication to the craft have kept the doors open for nearly two centuries, as countless consumers have come to enjoy Yuengling’s seven varieties along the way, including the ever-popular Yuengling Lager.
With the 6th generation of the family poised to shoulder the burdens of running the very first craft brewery in America, Yuengling celebrates a storied 190 year legacy. We were honored to film a behind the scenes tour of the building, and to take a moment to reminisce about our Yuengling Lager filled college days. The fact is, this beer takes a pretty remarkable journey. It begins in brewing vats, then the hand dug caves (a pre-refrigeration means of cooling beer), to the historic mahogany speakeasy and tasting room, and finally ending where freshly canned Yuengling Lager makes its way out the door to reach 21 states and the District of Columbia.
