CHIPPEWA FALLS—The Jacob Leinenkugel Brewing Company announced that in a move to be more racially sensitive they will be replacing its iconic Native American logo with an inebriated white woman from Madison.
“Our family chose the overtly racist image of the young Native American maiden to represent our beer and our town nearly 90 years ago. The decision was certainly well-intentioned and more than easy to get away with, but now that the Chicks, Lady A, and the team formerly known as the Redskins have all decided to change we’re experiencing what some might consider shame and have chosen to retire the logo,” said Matt Leinenkugel in a press release.
In an effort to better reflect their consumer base, the company introduced their new mascot Karlie, a drunk 22-year-old sorority girl from the University of Wisconsin.
“Whether you’re eight Summer Shandys deep at the Dells, or shotgunning a can of Original brew before a Badgers game, you can be sure that Karlie’s exuberant and profusely sweating countenance will be with you all the way,” added Leinenkugel.
As of press time, the Leinenkugel family added that their Weiss beers will exclusively feature Susan, a “cool mom” who bought beer for Karlie and her friends after they graduated high school.