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Yuengling: Raise the Bar

Client: Yuengling
Date: Feb 2020
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DG Yuengling & Son, Inc, America’s Oldest Brewery, announced the launch of Flight by Yuengling, a new upscale light beer. Born from six generations of brewing expertise, Flight by Yuengling is the 'Next Generation of Light Beer'.

With 2.6 grams of carbs, 95 calories, and 4.2% ABV, Flight by Yuengling is a crisp, easy-to-drink beer that will complement the brewery’s existing portfolio of brands.

Starting in March, Flight by Yuengling will be available in 12-ounce bottles across Yuengling’s entire 22-state footprint. Draught will be available in select markets in the second half of the year.

The Flight brand name is a nod to DG Yuengling & Son’s iconic eagle logo. The brand’s modern packaging design and sleek wing logo is a contemporary take on the brewery’s traditional eagle logo and is a tribute to DG Yuengling’s original Eagle Brewery built in 1829.

Flight will be supported by the fully integrated 'Raise the Bar' campaign which is built off the brewery’s foundation of hard work, passion and pride. The campaign will encourage consumers to strive to be the best versions of themselves and continue to push themselves in their lives.

These qualities are exemplified by Yuengling’s newest brand ambassadors Rose Lavelle, American professional soccer star, and Lauren Alaina, award-winning country singer, songwriter and actress. Rose and Lauren embody the spirit and passion of 'Raising the Bar,' with their drive to pursue their own standards of success and personal growth, whether it’s on the field or on the stage. As Flight brand ambassadors, Rose and Lauren will represent the brand via personal appearances and performances, fan meet and greets, special promotions and sweepstakes, and prominent roles in the new multichannel advertising campaign.

Credits

Video: Tierney Agency, Philadelphia

Photos: DG Yuengling and Son

Campaign: Laughlin Constable (Chicago and Milwaukee)

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