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.
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.