NEW ORLEANS — Dixie Beer, New Orleans' oldest brewery, is changing its name to be more inclusive and better represent culture and community, company officials said.
The Benson family, who also owns the Saints football team, conducted extensive research before they bought a majority stake in the beer company in 2017, showing that there was support to reestablish the brand, WGNO reported.
“We recognize, however, that our nation and community are currently engaged in critical conversations about racism and systemic social issues that have caused immeasurable pain and oppression of our black and brown communities,” Gayle Benson said in a statement. “As New Orleans, and our country, continue to evolve we find it necessary to reflect on the role our brewery can play in making our home more united, strong and resilient for future generations.”
The rebranding comes at a time when Confederate monuments are being taken down, names of people who held white supremacist views are being removed from buildings and companies are removing racially dubious imagery from products.
“This is really a retirement of a brand,” Birch said. “This isn’t us trying to rewrite history or trying to tell a different story.”
The brewery isn't the first to drop "Dixie" from its name.
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