Where great beer meets the great outdoors.
Yuengling, America’s Oldest Brewery, has long been synonymous with craftsmanship, tradition, and quality beer. Now, in an exciting collaboration, the brewery has partnered with Field & Stream, a brand deeply embedded in the outdoor lifestyle, to create special-edition packaging and a marketing campaign that celebrates the values they share – heritage, adventure, and the great outdoors.
Both Yuengling and Field & Stream have storied histories that date back more than a century. Field & Stream, a magazine originally published in 1895, became the go-to resource for outdoor enthusiasts, covering everything from hunting and fishing to camping and survival. The brand transitioned to an online format in 2015 but made a return to print in 2024 under the new ownership of country music stars Morgan Wallen and Eric Church. Similarly, Yuengling has maintained its legacy as a family-owned brewery for nearly 200 years, standing as a symbol of American resilience and independence. The brewery, now in its sixth generation of family leadership, remains committed to producing high quality beers while honoring its rich heritage
This partnership is more than just a branding effort – it’s a celebration of American tradition and the adventurous spirit. As part of the collaboration, Yuengling has introduced limited-edition packaging for its Light Lager, featuring Field & Stream’s iconic imagery. These designs pay homage to the outdoor lifestyle, incorporating rugged artwork of forests, rivers, mountains, and wildlife that resonate with adventurers, hunters, and nature lovers. The special packaging includes 16 oz. cans featuring reflective artwork inspired by nostalgic Field & Stream magazine covers, along with 12 oz. can 12-packs showcasing two distinct vintage magazine covers, evoking a timeless sense of American heritage. These collectible designs not only appeal to beer lovers but also to outdoor enthusiasts and Field & Stream fans, making them highly sought-after items.
Yuengling has taken this collaboration a step further by integrating interactive elements into the packaging. Each limited-edition pack includes a QR code that grants consumers access to exclusive content, giveaways, and unique experiences. From outdoor tips and adventure stories to sweepstakes for co-branded gear, Yuengling and Field & Stream have crafted an experience that extends beyond the beer itself. In the words of Dick Yuengling, President of Yuengling Brewery, “We’re thrilled to partner with Field & Stream, a fellow iconic American brand that shares our commitment to tradition, quality, and conservation. As America’s Oldest Brewery, we’ve spent 195 years celebrating. Now, by joining forces with Field & Stream, we bring that celebration to a place where we’ve always belonged – the great outdoors.”
To further bring the partnership to life, Yuengling is amplifying the collaboration through a year-long retail campaign featuring three major events. The first began with the spring retail program highlighting the new packages with the vintage Field & Stream fishing art and sweepstakes on point-of-sale. The second, taking place in May, is the Stars & Stripes Program, giving fans a chance to win VIP tickets to the Field & Stream Music Festival, a three-day country music and outdoor expo event. Finally, during the summer, Yuengling will launch the Saltwater Fishing Celebration, a campaign promoting FLIGHT by Yuengling, a light and refreshing beer perfect for adventure on the water.
The Yuengling X Field & Stream partnership is more than a marketing campaign – it’s a tribute to tradition, adventure, and the enduring spirit of American craftsmanship. By merging their brands in a visually stunning and interactive way, Yuengling and Field & Stream have created an experience that resonates with beer drinkers and outdoor enthusiasts alike, proving that great beer and the great outdoors are the perfect pair.