Leinenkugel’s in Chippewa Falls to change logo

CHIPPEWA FALLS, Wis. (WEAU) - WEAU learned Friday about plans for the Jacob Leinenkugel Brewing Company in Chippewa Falls to change its logo.

Since 1867, Leinenkugel’s Brewing Company in Chippewa Falls has proudly worn a Native American woman as its logo on all merchandise and product.

However, this afternoon it was announced Leinie’s will be making a change. Leinenkugel’s is historical to the town of Chippewa Falls, and is a major attraction to the state of Wisconsin.

But now things are going to look a little different.

President of the company, Dick Leinenkugel released a statement Friday.

It says during the past few months, the company has been working on updating the entire look and feel of Leinenkugel's and has decided to retire the Native American woman used with the brand.

The symbol was previously known as the Maiden, and was seen as a way to pay tribute to the city of Chippewa Falls where the brewery resides. Leinenkugel’s says it will continue to pay tribute to the brewery’s home, but in a new and reimagined way going forward.

Some people WEAU spoke with tonight say they disagree with the decision and don’t want to see the logo change.

Lori and Don Bennett from the Twin Cities told WEAU, “I thought it was a really nice rendition of her. I don’t know why it needs to be changed. Yeah, it seems respectful and it doesn’t seem to me like there’s any reason to make the change. I can understand other connotations towards indigenous people, like the Washington Redskins, sure they could use a change, but like in this situation I don’t really think it applies.”

The brewing company says they will begin to replace existing merchandise and marketing in the coming months and they will likely continue this process through 20-21.

Here is the statement sent to WEAU by Molson Coors on behalf of Dick Leinenkugel:

“Over the past several months, our team has been working on an initiative to update the overall look and feel of Leinenkugel’s, and among several changes, we have ultimately made the decision to retire the symbol of the Native American woman that we have previously used with the brand. In the coming months, we will begin to replace our existing creative with new imagery, and will continue to make these changes through 2021. Everything, from our beers and packs to merchandising and marketing, will be re-worked with new graphics that pay tribute to our brewery’s home in Chippewa Falls, but in a different, reimagined way.”

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