Reading Brewing Company
Reading Brewing Company was an American brewery founded in Reading, Pennsylvania, whose beer label has later been revived under licensing arrangements.
Last updated August 26, 2026
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Overview
Reading Brewing Company was an American brewery established in Reading, Pennsylvania, in 1886 by Philip Bissinger. Its original brewery stood at Ninth and Laurel streets and developed from a small local producer into a substantial regional operation. The company initially made Pennsylvania Dutch Lager and produced approximately 1,200 barrels annually during its early years. By 1891, production had expanded to about 50,000 barrels per year, reflecting the brewery’s growing local trade and improved manufacturing capacity. The company’s formation was organized at Bissinger’s Cafe on August 9, 1886. Henry S. Eckert, Garrett B. Stevens, and Lewis Kemp were selected as president, secretary, and treasurer, while Bissinger and George Pohlig received operational responsibilities as general manager and superintendent. Construction of the brewery began the following morning. In its early history, Reading Brewing Company also owned Mt. Penn Park, an entertainment property associated with the business. Reading Brewing invested substantially in production and packaging infrastructure. A major improvement program completed around 1902 expanded kettle and fermentation capacity and added automated malt weighing, improved keg-washing equipment, filtration machinery, racking equipment, and beer-pressure controls. The company also built additional storage and office facilities. These changes were intended to increase output and improve efficiency while supporting the brewery’s strong local distribution business. The business encountered legal and commercial difficulties before Prohibition. In 1918, its attorney filed suit against Muhlenberg Brewing Company over an unpaid invoice for beer, ale, porter, and related brewery products. The adoption of national Prohibition in 1920 created a much more serious disruption. In 1923, federal Treasury agents destroyed beer held in twenty-six large tanks at the Reading facility as part of arrangements connected with a proposed sale of the brewery. The incident illustrated the severe operational impact of alcohol restrictions on American breweries. After Prohibition, Reading Brewing used advertising and brand repositioning to compete in a changing beer market. From 1934 through 1951, its advertising appealed to nostalgia for an earlier, simpler era. In 1958, declining sales prompted a rebranding under the slogan “The Friendly Beer for Modern People.” According to the cited historical account, the change helped reverse the sales decline and supported strong performance into the early 1970s. The original brewery ceased operations on April 15, 1976, under pressure from larger national and regional macrobrewers. The Reading name and label were subsequently acquired by C. Schmidt & Sons and passed through several owners. The label was retired again in 1999. Legacy Brewing revived it in 2006 and produced beer using recipes associated with the revitalized label until 2009, when the label and recipes were sold to Ruckus Brewing. A later revival began through a licensing agreement involving Sly Fox Brewing Company of Pottstown, Pennsylvania. Announced in 2019, the arrangement allowed Sly Fox to brew Reading Premium Beer. Sly Fox indicated that it would make modest recipe adjustments to suit its equipment and improve the finished beer, while positioning the product at a price below that of many craft beers. The revived Reading Premium was presented at a 2019 event in West Reading and was subsequently offered in draft form and 16-ounce cans in Pennsylvania. These later products represent a licensed continuation of the Reading beer identity rather than the operation of the original Reading Brewing Company, which remains defunct.
History
Reading Brewing Company was founded in Reading, Pennsylvania, in 1886 by Philip Bissinger. The company’s permanent organization was arranged at Bissinger’s Cafe on August 9, 1886. Henry S. Eckert became president, Garrett B. Stevens secretary, and Lewis Kemp treasurer. Bissinger served as general manager and George Pohlig as superintendent. The organizers quickly proceeded with plans for a brewery at Ninth and Laurel streets, with construction beginning the next morning. The brewery began as a local Pennsylvania beer producer. One of its early specialties was Pennsylvania Dutch Lager, and early annual production was approximately 1,200 barrels. Expansion was rapid: by 1891, output had reached roughly 50,000 barrels annually. The company also owned Mt. Penn Park during its early years, giving it an association with local recreation as well as brewing. At the start of the twentieth century, Reading Brewing undertook extensive improvements. Work reported in 1902 enlarged the kettle and fermentation facilities and introduced automated malt measurement, improved keg washing, filtration, racking, and pressure-control equipment. A storage facility was built across the street, and a new office building was being developed. The improvements reflected the company’s effort to serve a large local trade and increase the consistency and volume of its beer. The company faced ordinary commercial disputes as well as wider industry pressures. In 1918, it pursued payment from Muhlenberg Brewing Company for brewery products valued at $1,396.53. The more consequential challenge was Prohibition, which began nationally in 1920. In October 1923, federal Treasury agents destroyed beer stored in twenty-six 250-gallon tanks at Reading Brewing, an event connected with a proposed sale of the brewery to George W. Green of the Reading Tobacco Company. Following the repeal era, the company relied on brand advertising and repositioning. Between 1934 and 1951, it used a retro-themed campaign that evoked an idealized past. In 1958, it adopted the slogan “The Friendly Beer for Modern People” in response to weak sales. The repositioning reportedly improved the company’s performance, and the brewery continued to record strong sales into the early 1970s. The original Reading Brewing Company closed on April 15, 1976. Larger macrobrewers had increased competitive pressure, making it difficult for the independent regional brewery to continue. C. Schmidt & Sons purchased the brand and label soon after the closure. The brand later changed hands several times and was retired in 1999. Legacy Brewing revived the label in 2006, producing beer associated with the old Reading identity until the label and recipes were sold to Ruckus Brewing in 2009. The Reading name returned again through a licensing arrangement with Sly Fox Brewing Company. Announced in 2019, the agreement permitted Sly Fox to produce Reading Premium Beer. The brewer planned modest recipe changes to fit its production system and improve the beer, while maintaining a lower price than many craft products. The revived beer was introduced at a West Reading event in June 2019 and distributed in Pennsylvania in draft and 16-ounce can formats. The revival is best understood as a licensed brand continuation; it did not reopen the original Reading Brewing Company brewery.
- 2019
Reading Premium returns under Sly Fox license
[1]Sly Fox Brewing Company began a licensed revival of Reading Premium Beer for Pennsylvania distribution.
- 2009
Label and recipes transferred to Ruckus Brewing
[1]Ruckus Brewing acquired the revived label and its associated recipes from Legacy Brewing.
- 2006
Label revived by Legacy Brewing
[1]Legacy Brewing brought the Reading label back into production.
- 1976
Original brewery closes
[1]Reading Brewing Company ceased operations on April 15 amid competition from larger macrobrewers.
- 1958
Brand repositioned around a modern consumer slogan
[1]The company adopted “The Friendly Beer for Modern People” as part of an effort to reverse declining sales.
- 1923
Beer destroyed by federal agents
[1]Treasury agents disposed of beer held in twenty-six large tanks at the Reading plant.
- 1920
Prohibition disrupts operations
[1]National Prohibition created a major operating and commercial challenge for the brewery.
- 1902
Major plant modernization
[1]Capacity and equipment were expanded across brewing, fermentation, filtration, racking, storage, and administration.
- 1891
Production reaches approximately 50,000 barrels
[1]The brewery’s annual production had grown substantially from its early output of about 1,200 barrels.
- 1886
Company organized and brewery construction begins
[1]Stockholders organized Reading Brewing Company in August, and construction began at Ninth and Laurel streets in Reading, Pennsylvania.
Products and positioning
Historically positioned as a locally rooted Pennsylvania lager brewery serving the Reading market. In its later twentieth-century advertising, the brand combined nostalgia with a more modern consumer appeal. The licensed revival positioned Reading Premium as an accessible Pennsylvania beer priced below many craft offerings.
Lager · 1886
Pennsylvania Dutch Lager
An early Reading Brewing specialty associated with the brewery’s Pennsylvania regional identity. It was produced during the company’s formative years, when Reading was developing from a small local brewery into a larger producer.
Beer
Reading Premium Beer
The principal later expression of the Reading name. After the original brewery closed, the label was revived by successive operators and was eventually brewed under license by Sly Fox. The 2019 version was offered in draft and 16-ounce cans in Pennsylvania, with modest recipe adjustments and an accessible price position.
Marketing campaigns
- 1958The Friendly Beer for Modern People
Pennsylvania, United States
The brewery refreshed its positioning with a slogan aimed at contemporary consumers after a period of weakening sales.
Outcome. The rebranding reportedly reversed the sales slump and was followed by strong sales into the early 1970s.
- 1934Retro advertising campaign
Pennsylvania, United States
Reading Brewing used advertising built around nostalgia and an idealized simpler past, appealing to consumers through historical and traditional associations.
Outcome. The campaign ran through 1951; no precise financial or sales outcome is provided in the source.
Brand decisions
2019
License Reading Premium Beer to Sly Fox BrewingProduct launchBackground
The historic Reading label and recipes had passed through several owners after the original brewery closed.
Action taken
Sly Fox Brewing Company entered a licensing agreement to brew Reading Premium, making limited recipe adjustments for its equipment and target taste profile.
Aftermath
The revived beer was distributed in Pennsylvania in draft and 16-ounce cans and positioned as less expensive than typical craft beer.
1958
Rebrand the beer for modern consumersStrategyBackground
The company was experiencing declining sales and needed to refresh its market appeal.
Action taken
Reading adopted the slogan “The Friendly Beer for Modern People” and repositioned its advertising.
Aftermath
The source reports that the change helped reverse the decline and supported strong sales into the early 1970s.
Sources1 sources
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