The
historic 1907-established New Orleans brewery Dixie Beer is aiming to rename their brand by
adopting a new name that supports inclusivity and social and cultural
awareness. The brewery is requesting help from the public in selecting its new title.
Those who have ideas as to what the new Dixie brand should be called can offer
suggestions online at dixiebeer.com/name by
this Friday, September 25. In addition, you can also share online why you feel
that your suggestion should be chosen.
According
to Jim Birch, General Manager of Dixie Brewery, community is integral, and the
ability to unite people is significant. The company is thriving on the idea
that the renaming process for the beer company can draw people together. Birch
states that the resumed 2019 production expresses New Orleans's resiliency and
strength, which can be further demonstrated through welcoming all to
participate in Dixie Beer's renaming venture. Birch also emphasizes the
importance of diversity, not only in New Orleans, but everywhere, since the new
name must embrace an encouraging and inclusive world.
Following
worldly discussions of social injustice and systemic racism towards black and brown
communities, Dixie Beer's decision to rebrand demonstrates an evolution from
negative connotations that are not representative of the company's values. Dixie
aimed to reflect on their impact in helping to showcase New Orleans's unity,
resiliency, and strength for everyone, as well as for future generations. Dixie
Beer's new name will be announced next month, with Mardi Gras 2021 to showcase
further unveilings under the new brand.
About
Dixie Brewing Company
Founded
in New Orleans in 1907, the brewery was destroyed in August 2005 due to
Hurricane Katrina. Following Katrina, the company relocated until New Orleans
Saints and New Orleans Pelicans owners Tom and Gayle Benson purchased majority
shares of the company. Resumed production began January 2020 in New Orleans
East, showcasing beloved classic offerings along with new ones. Committed to
unity and inclusivity, Dixie will retire its name from sales in early 2021,
following a rebranding of the company.
