Dixie Beer GM clears-the-air on name change

GM says it is more of a retiring of a brand

Kenny Kuhn
June 29, 2020 - 7:53 pm

After Dixie Brewery owner Gayle Benson announced Friday that the name ‘Dixie’ will no longer exist on its beer, General Manager for Dixie, Jim Birch, wants to clear-the-air on the name change.

“This is really a retirement of a brand,” Birch said according to WWLTV. “This isn’t us trying to rewrite history or trying to tell a different story.”

Birch says the decision to change the name has not been easy with the company facing both cheers and backlash from the public.

“It’s probably one of the most difficult decisions that we’ve had to make because we knew people would be frustrated,” Birch said. “We know there’s a tremendous amount of heritage and great memories associated with the brand.”

Related: Dixie Beer changing name

The name change comes as a movement to remove symbols of the racism and Confederate history, sweeps across the south.

There are few theories as to the origin of the word “Dixie”. Some theories say the word is derived from the Mason-Dixon Line, which separated the North from the South. Others suggest the word comes from the French exchange money used in New Orleans in the 1800s. The money most commonly used bill was the French $10 bill, which was branded with the French word “Dix” for 10 and locals referred to the money as “dixies”.

The company hasn’t announced what the new name will be. Birch says it will take 6-12 months to re-brand the beer and hopes to have the new beer on shelves by Mardi Gras 2021.

Click here to read the full statement from Gayle Benson and Dixie Beer.

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