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Photo by WJFW Newswatch 12

Leinenkugel's Brewing Company perseveres through the pandemic


Story By Meghan Mamlock
Local News Published 04/20/2021 5:50PM, Last Updated 04/20/2021 6:20PM
Eagle River -

Jacob Leinenkugel Brewing Company is a 154 year old Wisconsin beer company that has preserved through tough times, and the pandemic is no different.


Dick Leinenkugel, President and Chief Beer Merchant, says it was the consumers that helped keep the company afloat.


The increase in sales from consumers drinking at home and switching to cans from bottles helped make up for any lost sales at the bars.


"About 25 percent of our sales are on premises, so bars taverns restaurants and when those sales decline because they weren't open last spring and throughout last summer, the consumer started to pick up more beer in the off premise sales so grocery stores, convenience stores," said Leinenkugel.

But the beer industry has not been immune to the supply chain disruptions. From a lack of aluminum cans and cardboard, to something one might not have thought of.

"Even a product like carbon dioxide because ethanol plants weren't producing carbon dioxide which we buy from them  and then later inject back into the beer to carbonate the beer," said Leinenkugel.

Even with the challenges they continue to thrive especially here in the Northwoods.

"Having a local distributor in a local area that has the knowledge of their accounts is really important to the beer business," said Leinenkugel. 

Leinenkugel's is known as a nationwide beer, but the president calls Eagle River home year round. 

"I love this area and it's a great place to live and work," said Leinenkugel. "We've had a vacation home here since 2002, but with the pandemic last year our job and our way of working shifted to doing things mostly virtually." 

The Northwoods summer is just around the corner and with that people can enjoy the 21 beer flavors of Leinenkugel.

For more information on their new flavors you can visit their website.
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