Yuengling - Mark A. Noon

Yuengling

A History of America's Oldest Brewery

(Autor)

Buch | Softcover
231 Seiten
2007
McFarland & Co Inc (Verlag)
978-0-7864-3758-0 (ISBN)
27,40 inkl. MwSt
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. This book chronicles the brewary through five generations and covers the different phases through which it managed to survive.
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.

Mark A. Noon is an assistant professor in the English Department at Bloomsburg University of Pennsylvania. He lives in Conyngham, Pennsylvania.

Table of Contents



A Note on Sources     

Acknowledgments     

Introduction     



1. The Pioneer Brewer     

2. The Sons and the Saloons     

3. Prohibition … and Perseverance     

4. Surviving the “Shakedown”     

5. Getting Bigger in the Micro Boom     

Epilogue: Something to Be Proud Of     



Appendix A: Yuengling Chronology     

Notes     

Selected Bibliography     

Index     

Erscheint lt. Verlag 30.4.2008
Zusatzinfo 78 photos, notes, chronology, bibliography, index
Verlagsort Jefferson, NC
Sprache englisch
Maße 178 x 254 mm
Gewicht 408 g
Themenwelt Sachbuch/Ratgeber Essen / Trinken Getränke
Geisteswissenschaften Geschichte
Technik
ISBN-10 0-7864-3758-8 / 0786437588
ISBN-13 978-0-7864-3758-0 / 9780786437580
Zustand Neuware
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