by Larissa Faw , March 21, 2016

Beer brand D.G. Yuengling & Son is launching its largest marketing initiative in its nearly two-century history.

Developed with ad agency Allen & Gerritsen, the "Respect. It's Earned" campaign celebrates the brewery’s tradition and perseverance throughout its almost two-century history.

Ads showcase the hand-dug fermentation caves that were used for storage before refrigeration, the on-site brew house, and bottling line to underscore the brewery’s assertion that it’s "America’s Oldest Brewery."

The marketing will run throughout Yuengling’s 18-state footprint and will include TV, print, digital, on-premise and retail elements.

In 2016, Yuengling said would nearly double its media spend behind this campaign although it didn’t disclose what the dollar commitment is.

“We have a unique story to tell, and we decided that it’s time we told it more broadly. I’m proud of this campaign because it honors the legacy of our family owned-and-operated business, while introducing Yuengling Traditional Lager to a new generation of beer drinkers," stated Dick Yuengling, fifth generation president and owner.

A&G has worked with Yuengling since 2014.