Yuengling Retail Programming

Yuengling’s 2020 retail strategy was built around “pillars” that pair the beer with various activations throughout the year: fun, country, and food. The food pillar found itself firmly anchored in a multi-year sponsorship with Top Chef winner Kelsey Barnard Clark. A photo and video shoot was conceptualized and art directed in Kelsey’s home in Dothan, Alabama, that provided a huge range of content for the entire year. A mix of hero and lifestyle shots were captured in order to meet PR, social, programming and promo appearance needs throughout the year. Five different setups were captured during the 8 hour shoot: hero shots in the kitchen, an indoor sports party (to cover both Super Bowl and March Madness), a patriotic picnic (to cover the timeframe from Memorial Day to Labor Day), a football tailgate, and a holiday dinner. These stills and video were then translated into various consumer-facing materials including press releases, social videos, retail point of sale/POP displays, recipes and a microsite for sweepstakes entry. Photography by Davy Greenburg davydoes.com, videography by Alexander Sworik alexandersworik.com, and video editing by Alyse Ryan.