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It's been a familiar part of the Leinenkugels Beer logo since 1867, but the Chippewa Falls, WI-based brewery says it won't be around much longer.

If you've popped the top on any beer brewed by the Jacob Leinenkugel Brewing Company, you've no doubt seen the image of a Native American woman-- the image has been a part of the company's logo since its inception in Chippewa Falls over 150 years ago. I lived a few miles from the Lenie's Brewery and the Leinie Lodge when I worked in Wisconsin, and am pretty familiar with the logo. (Okay, and with their beer too...)

This WEAU-TV story says the image was referred to as 'The Maiden,' and was apparently designed as a tribute to the city of Chippewa Falls, where Jacob Leinenkugel settled and opened up his brewery back in 1867. But now in 2020, the logo is getting an update, and The Maiden is going away.

According to the story, company president Dick Leinenkugel released a statement Friday saying,

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.

The story went on to say that the company will be introducing new imaging for all its logos throughout the coming months that will still pay tribute to the brewery's home in Wisconsin but in a new way. It noted the new look will be rolled out throughout 2021.

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