Can you name America's oldest brewery? If visions of outsized draft
horses plod to mind, you're way off. Instead, head for the
mountains - of northeastern Pennsylvania. In 1829, in Pottsville,
German immigrant D.G. Yuengling set up shop to slake the thirst of
immigrants flocking to the region's booming anthracite coalfields.
Five generations have steered the family-owned brewery through
fires, temperance, depressions, Prohibition, and the whims of
changing tastes; outlasted hundreds of local competitors; and
turned Yuengling from a regional name into a national institution.
For 175 years, the hard-working, hands-on approach of Yuengling has
kept it going, and growing, while thousands of other brands
vanished into history's recycling bin.Kick back, relax, and crack
open a cool history of Yuengling and Son, Inc., America's oldest
brewery. It begins with the brewery's founding in 1829 by German
immigrant D.G. Yuengling, who saw an opportunity in the region's
growing, beer-loving immigrant population. Subsequent chapters
follow the brewery into the age of bottled beer and advertising;
through the dark days of Prohibition; the age of consolidation,
when a few big names swallowed up or buried most regional brews;
and into the age of microbrews, when consumers turned away from
bland brands in search of a beer with character, leading to
Yuengling's resurgence on the national scene. An epilogue gauges
the company's current status and immediate future, and a chronology
lists key events in the brewery's existence. Notes and copious
illustrations supplement this history, which also includes a list
of reference works, and an index.
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