Yuengling Launches New “Classic Lager Story” Campaign
For Immediate Release
POTTSVILLE, Pa. (January 26, 2011) – Everyone has a classic lager story and Yuengling wants to hear yours. That’s the gist of a new campaign launched by America’s Oldest Brewery, aimed at uniting drinkers of the brewery’s iconic Lager and sharing their stories – from the sentimental to the absurdly humorous – all linked by the common ingredient of Yuengling’s flagship beer.
The website at the center of the campaign, ClassicLager.com, encourages fans to submit their own stories, but also invites visitors to read and listen to stories shared by others. Yuengling’s official blog, Eighteen Twenty Nine – a reference to the year the brewery was founded – has also been revamped and is housed on the site. The blog will offer reviews of select classic lager stories and also include discussions of Yuengling events, brewery history and general beer knowledge and facts.
“For almost as long as we’ve been making beer, people have shared stories with us involving Yuengling beer. This campaign is inspired by those stories,” said Yuengling Marketing Manager Lou Romano. “Lager might not be our oldest offering, but it’s already grown into a classic beer with a rich history. This campaign is designed to capture some of that history, one story at a time.”
Yuengling began brewing its signature Lager in 1987. Today, Lager is the best selling beer in the company’s line-up.
Among the stories already uploaded to ClassicLager.com are a tale from a naval submarine sailor who recalled trading Yuengling Lager for beer and other goods in foreign ports and a laughable anecdote about how ice water from a Yuengling keg party helped save a friend’s life. The authors of select stories will be chosen throughout the year to receive Yuengling prizes.
The Classic Lager website and campaign will run throughout 2011 and continue indefinitely. The promotion is backed by a television and radio advertising campaign which will begin airing in the spring.