Brewer Leinenkugel's To Retire Logo Of Native American Woman

MILWAUKEE, WI — After 90 years, the popular beer Leinenkugel's is getting a facelift.

Since the 1930s, Leinenkugel's Brewing Company used "The Maiden", an the image of the Native American woman on its products, including bottles, cans and brand materials.

In a statement, Leinenkugel Brewing Company President Dick Leinenkugel said his company decided the Native American imagery needed to be retired. Leinenkugel said the company was working on updating the company's image.

The Leinenkugel Brewing Company began in 1867 in Chippewa Falls in Wisconsin.

Dick Leinenkugel sent the following statement to WEAU:

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.