• Skip to secondary menu
  • Skip to main content
  • Skip to primary sidebar

Beer Info

Beer News, Beer Releases and New Breweries

  • Home
  • Top 10 Beers
    • Ales
    • Lagers
    • Barrel Aged
    • Hybrid
    • Specialty
  • GABF
    • 2021 GABF
    • 2020 GABF
    • 2019 GABF
    • 2018 GABF
    • 2017 GABF
    • 2016 GABF
    • 2015 GABF
    • 2014 GABF
    • 2013 GABF
    • 2012 GABF
    • 2011 GABF
    • 2010 GABF
    • 1987 GABF
  • World Beer Cup
    • 2022 World Beer Cup
    • 2018 World Beer Cup
    • 2016 World Beer Cup
    • 2014 World Beer Cup
    • 2012 World Beer Cup
    • 2010 World Beer Cup
    • 2008 World Beer Cup
    • 2006 World Beer Cup
    • 2004 World Beer Cup
    • 2002 World Beer Cup
    • 2000 World Beer Cup
    • 1998 World Beer Cup
    • 1996 World Beer cup
  • U.S. Open
    • 2022 U.S. Open
    • 2021 U.S. Open
    • 2020 U.S. Open
    • 2019 U.S. Open
    • 2018 U.S. Open
    • 2017 U.S. Open
    • 2016 U.S. Open
    • 2015 U.S. Open
    • 2014 U.S. Open
    • 2013 U.S. Open
    • 2012 U.S. Open
    • 2011 U.S. Open
    • 2010 U.S. Open
    • 2009 U.S. Open
  • U.S. Open Cider
    • 2021 U.S. Open Cider
    • 2020 U.S. Open Cider
    • 2019 U.S. Open Cider
    • 2018 U.S. Open Cider
    • 2017 U.S. Open Cider
    • 2016 U.S. Open Cider
    • 2015 U.S. Open Cider
  • U.S. Open College
    • 2021 U.S. Open College
    • 2019 U.S. Open College
    • 2018 U.S. Open College
    • 2017 U.S. Open College
    • 2016 U.S. Open College
  • More
    • Craft Beer Releases
    • Schools
      • United States
      • Canada
      • Europe
    • Writers
      • Edwin Arnaudin
        • Zebulon Artisan Ales
        • Highland Brewing
      • Morgan Forsyth
      • Paul Leone
      • Austin Foster
      • Anne-Fitten Glenn
    • Books
      • Starting a Brewery
      • Homebrew
      • History
      • Fun & Games
    • Fun Facts

Yards Brewing Company Unveils “Philthy” Brew After Asserting Philadelphia Roots with New Brand Campaign

May 8, 2020 by Andrew Innes

Yards Brewing Company “Philthy” Brew

PHILADELPHIA — In order to assert its iconic status in Philadelphia and hearken back to its roots, Yards Brewing Company has unveiled a bold and authentic brand campaign in collaboration with Brownstein Group. The campaign has been closely followed by the reveal of “Philthy,” Yards’ new Unfiltered Hazy IPA, and the Philthy Little Hop Monster: a big-mouthed little vandal with a passion for beer and the city he calls home.

The new “Philly Born and Brewed” campaign poses a critical question to beer drinkers in the city: Why Yards?

“We’ve been brewing in Philly since ‘94. That’s Y,” reads one of the striking typographic posters designed for the campaign. Another reads, “Because you grab life by the Yards. That’s Y.”

As for Philthy, Yards’ latest beer offered Brownstein Group a unique opportunity to create a new brand identity, including the design of a brand character to embody the citrusy, hoppy, and unfiltered hazy IPA. Based on vintage storybook illustrations uncovered by the team, the hop monster is almost entirely defined by its out-of-proportion mouth.

“The Philthy character broke through from among dozens of concepts, and took on a life of its own,” said Matt Rondos, Designer. “Now he’s taking over social media channels, interacting with other Yards brands, and advocating for that unfiltered attitude that is uniquely Philadelphian.”

The two campaigns work in tandem, as Associate Creative Director Ryan Cook describes it: “Philly Born and Brewed seeks to engage with local beer drinkers and remind them why they love Yards and their city. Philthy is a way to channel all this energy, this bold and local authenticity, into representing one of the greatest new beers to hit the regional market in years.”

Since 1994, Yards has been brewing “Philly’s beer.” Over the course of its history, from its garage-sized origins in Manayunk to its current headquarters—a state-of-the-art brewery and taproom facility in Northern Liberties—the company has become a city institution. Today, after years of brewing award-winning beers and finding widespread popularity, Yards is keeping its attention focused on the city it has always proudly called home.

Last October, Yards partnered with Brownstein Group, Philadelphia’s longest-running independent communications agency, in order to meaningfully expand market share in the local beer market. The Philly Born and Brewed campaign and the Philthy beer launch set the stage for future initiatives to drive growth in the region, including collaborations with nonprofit causes. They were accompanied by a redesign of several Yards’ variety packs, a bold wrap for Yards’ delivery truck, and various social, digital, and in-store activations.

“Taken together, these bold campaigns speak directly to our audience,” said Jim DiGiovanni, Associate Creative Director. “But they build on the character and passion that have always been a part of both the Yards brand and the city of Philadelphia.”

About Brownstein Group
Recognized by Ad Age as a ‘Small Agency of the Year’ and by PRNEWS as an outstanding small PR agency, Brownstein Group (BG) is the longest-running independent communications agency in Philadelphia and a member of Worldwide Partners, one of the largest independent agency networks in the world. Founded at the height of the Creative Revolution in 1964, BG is a full service agency with expertise across all disciplines, including: brand strategy, advertising, public relations, social media, and digital services. BG specializes in crafting memorable campaigns that generate positive brand awareness, increased sales/leads, and measurable impact for clients like Wawa, Inspira Health, The Giant Company, ACI Speedpay, NJM Insurance, TruGreen, Lyft, and DuPont. Brownstein Group is relentless in the pursuit of breakthrough ideas, but dedicated to its clients and people.

About Yards Brewing Company
Yards Brewing Company has been proudly brewing in the City of Brotherly Love since 1994. We’ve grown from a garage-sized operation in the Manayunk section of Philly to Roxborough, Kensington, Northern Liberties, and now to our newest location — a 70,000-square-foot brewery and taproom at 500 Spring Garden Street. Philadelphia Pale Ale, Signature IPA, and Brawler, all nationally recognized ales, lead a balanced portfolio of quality, handcrafted beers that include nine year-round offerings and several seasonal and limited releases. Founder Tom Kehoe and the Yards Crew share a commitment to supporting the good people and organizations making their backyard a better place to live and work. Here at Yards, it’s always been about working hard, having fun, and giving back. The Brew Unto Others motto reflects our commitment to quality, community, and sustainability. It’s also a call to action. We encourage you to get together to enjoy our beer, each other’s company, and to Brew Unto Others every day.

For today’s beer news: Click Here

Filed Under: Uncategorized

Primary Sidebar

Follow us

  • Email
  • Facebook
  • Instagram
  • Twitter
  • YouTube

2022 U.S. Open Beer Championship  
Medal Winners

 
2021 U.S. Open Cider & Beverage Championship  
Medal Winners

Archives

  • March 2023
  • February 2023
  • January 2023
  • December 2022
  • November 2022
  • October 2022
  • September 2022
  • August 2022
  • July 2022
  • June 2022
  • May 2022
  • April 2022
  • March 2022
  • February 2022
  • January 2022
  • December 2021
  • November 2021
  • October 2021
  • September 2021
  • August 2021
  • July 2021
  • June 2021
  • May 2021
  • April 2021
  • March 2021
  • February 2021
  • January 2021
  • December 2020
  • November 2020
  • October 2020
  • September 2020
  • August 2020
  • July 2020
  • June 2020
  • May 2020
  • April 2020
  • March 2020
  • February 2020
  • January 2020
  • December 2019
  • November 2019
  • October 2019
  • September 2019
  • August 2019
  • July 2019
  • June 2019
  • May 2019
  • April 2019
  • March 2019
  • February 2019
  • January 2019
  • December 2018
  • November 2018
  • October 2018
  • September 2018
  • August 2018
  • July 2018
  • June 2018
  • May 2018
  • April 2018
  • March 2018
  • February 2018
  • January 2018
  • December 2017

Copyright © 2023 · BeerInfo.com. All Rights Reserved.