Gimme a Lager

September 28, 2012

Yuengling Lager is 25 years old this year, and when it was introduced in 1987, Philadelphia was the first market to embrace it.

I moved to Philly a few years after Yuengling Lager was introduced, and spent many a night at the Khyber Pass Pub and Dirty Franks, where, to this day, a patron only has to tell the barkeep he would like a “lager” or “porter” and the bartender knows he means Yuengling.

Yuengling is America’s oldest brewery and now the LARGEST American-owned brewer, thanks to its Lager brand. And to think, all owner Dick Yuengling had to do to take his regional family brewery to the next level was to add a tiny bit more malt and hops to the typical pisswater that all the big brewers were producing. He didn’t have to create an expensive craft beer. He just had to tweak an inexpensive recipe (and keep it inexpensive) and it would sell like hotcakes.

Lager’s popularity forced the brewery to expand operations to Florida, and its available in 14 states today. But Philly’s where it started, so Dick is paying respect today by giving each and every one of us a free bottle for a city-wide toast at 6:30.

Lager Philly-wide toast

Thanks Dick! (that’s what she said)


One comment

  1. The “thanks to it’s Lager brand” has an “its” with unneeded apostrophe. You can delete this Comment. Cheers!

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