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Culture Dixie Brewery looks to rebrand

Dixie Brewery looks to rebrand

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NEW ORLEANS (AP) — A historic New Orleans brewery and all of its products are getting a new name.
New Orleans Saints and Pelicans owner Gayle Benson said Friday she is in the process of rebranding Dixie Brewery, which reopened this year in New Orleans after being shuttered since Hurricane Katrina hit the city in 2005.


Tom Benson purchased the brewing company in 2017. Its product had been brewed out of state since the storm. Gayle Benson said they always intended to return production to the city and did so in January.


In a statement, Benson said she wants to make sure the brand represents the entire community. After research and reaching out to community leaders, she said they felt the Dixie brand would be a sign of rebuilding following the storm.


“Since opening, the brewery has been extraordinarily successful in attracting thousands of people to visit New Orleans East and enjoy good food, great beer and good company in a beautiful setting. We have been gratified to see the diversity of our customers who visit from all corners of New Orleans, our region and from around the country,” Benson said.
“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.”


As New Orleans and the country evolves, Benson said they felt it was necessary to reflect on the role of the brewery and how it can make “our home more united, strong and resilient for future generations.”
There is no word on the new name of the brewery or when the change will occur.
Dixie Brewery originally opened in 1907. The new facility is open to the public and boasts a bar, cafe, outdoor space, museum and games. The brewery also offers tours, showing parts of the production process.

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