Yuengling beer names country star Lee Brice an official brand ambassador
From a press release:
D.G. Yuengling & Son has announced a partnership with multi-platinum-selling country music singer/songwriter Lee Brice and the start of the Pottsville brewery’s Stars & Stripes program.
Lee, who returned to Northeastern Pennsylvania to perform at the F.M. Kirby Center in Wilkes-Barre in 2019, will serve as an official brand ambassador for Yuengling Traditional Lager. The partnership includes a variety of elements, including personal appearances and performances on behalf of the brand, fan meet and greets, special promotions to meet Lee, a chance to win custom Yuengling and Lee swag, social media sweepstakes and giveaways, in-store point of sale support, social media content, and support of the nation’s military.
“I am thrilled to team up with a family-owned brewery and serve as a brand ambassador for their Stars & Stripes program,” Lee said.
“Spending time with my family, supporting our troops, and enjoying a nice, cold beer are three things I love in life, so you could say this is the best of three worlds.”
The partnership also officially launches Yuengling’s Stars & Stripes program, which is dedicated to supporting the United States military through Team Red, White & Blue, a nonprofit organization forging America’s leading health and wellness community for veterans.
Together, Yuengling and Lee will support Team RWB through special cans and packaging, in-store point of sale support, and many more fan-centric activations throughout 2021. Both Yuengling and Lee are historic avid supporters of the troops. Thus, this new partnership will serve to make a positive impact and show appreciation to the military.
“As America’s oldest brewery, we are thankful and proud of the brave and dedicated men and women who have made tremendous sacrifices to protect our country’s freedom, honor, and independence,” said Wendy Yuengling, Chief Administrative Officer and sixth generation family member at D.G. Yuengling & Son, Inc.
“Lee’s commitment and devotion to our nation’s heroes embodies the patriotism of the Stars & Stripes program. Our partnership and the launch of our Stars & Stripes program demonstrates both our commitments to providing meaningful assistance for military members and their families during this challenging time.”
Yuengling plans to announce more initiatives related to the Stars & Stripes program and its partnership with Lee throughout the year, including his recently released hit song “More Beer.”
When chart-topping Curb Records recording artist Lee Brice isn’t selling out arenas, writing and recording songs, or building new brands like American Born whiskey, the family man is with his wife Sara, two young boys, and daughter. Meanwhile, with 2.4 billion on-demand streams, and over 3.3 billion spins on Pandora, he continues to enjoy massive success at country radio, digital streaming services, and on the road.
He recently reached No. 1 on country radio with “One of Them Girls,” which follows his No. 1 with Carly Pearce on “I Hope You’re Happy Now” and his No. 1 just prior to that, “Rumor,” which was nominated in the category Single of The Year at the 55th annual ACM Awards. One of the most-played country artists of all time on Pandora, he is a member of the company’s “Billionaires Club,” becoming only the second country artist behind Keith Urban to receive the Pandora Billionaire plaque. Lee is also a Grammy nominee, a CMA and ACM award winner, and he’s taken eight radio singles to No. 1: “A Woman Like You,” “Hard to Love,” “I Drive Your Truck,” “I Don’t Dance,” “Drinking Class,” “Rumor,” “I Hope You’re Happy Now,” and “One of Them Girls.”
Garth Brooks, Jason Aldean, Kenny Chesney, and others have recorded his songs, and he’s performed on numerous TV shows, including NBC’s “Today,” ABC’s “The Bachelor,” NBC’s “The Voice,” and Fox’s “Miss USA 2018.” Lee performed as part of the Library of Congress Gershwin Prize for Popular Song ceremony honoring Garth Brooks, which aired on PBS in 2020. At this year’s 54th CMA Awards, Lee took home the prize for Musical Event of the Year for his song with Carly Pearce, “I Hope You’re Happy Now.” Lee’s latest album, “Hey World,” was released on Nov. 20, 2020.
“We wrote the title-track from an introspective, truthful place, and probably what most people are actually feeling right now,” Brice shared.
“With everything that is happening in the world currently, and how fast-paced we are as a society, in general, sometimes you just want everything to stop – just to appreciate what we do have. People are suffering and it can’t be ignored.”
Moving through the experience of these 15 songs takes listeners from the desire to shut out the craziness of the world through the song “Hey World” to a message from the great beyond to family and friends with “Save the Roses,” onto the stop-you-in-your-tracks “Lies,” then all the way back around to “Atta Boy” and “More Beer” – all-in providing a fully-immersive, perspective-bringing, real-life look at our world.
“Recording this album was very different from how any of us have done it in the past. Having to be separated, this project had a unique set of challenges but came out as something I’m really proud of, and might be my most complete and cohesive album to date,” he added.
Family-owned and operated since 1829, D.G. Yuengling & Son is America’s oldest brewery and the No. 1 craft brewing company in the United States and the sixth top-selling brewing company overall based on beer sales volume, according to the Brewers Association. Originating in Pottsville, Pennsylvania and sold in 22 states, its principal beer brands include Yuengling Traditional Lager, Light Lager, Black & Tan, Golden Pilsner, Premium, Light, Dark Brewed Porter, Lord Chesterfield Ale, Oktoberfest, Yuengling Hershey’s Chocolate Porter, and Flight by Yuengling.
Team Red, White & Blue, a nonprofit organization founded in 2010, is forging America’s leading health and wellness community for military veterans, families, and their supporters. Team RWB has more than 220,000 members spread across more than 200 chapters and communities nationwide.
See NEPA Scene’s photos of Brice performing at the F.M. Kirby Center in 2015 here.
