Shortly after the repeal of Prohibition in the 1930’s leaders of the Leinenkugel's brewery made a decision that its label must reflect the land where the brewery was founded and to pay homage to “Indian Head Country” (so named because the outline of the geography of the northwestern corner of Wisconsin forms the profile of an Indian).

The mystical image of the face of a Native American woman was chosen to appear on the bottle and she graced its label and advertising for Leinenkugel’s for almost 100 years -- a striking tribute to this special area that is rich in Indian history and a proud symbol of the rich heritage of the Chippewa Valley.

Despite advice over the years from some who thought the familiar logo should be retired, altered or modernized, the maiden proudly served as a fitting symbol for a brewery steeped in history and mystique. But as we all now know, in July of 2020 Leinenkugel’s decided it would update the "look and feel" of the brand and decided to retire the image of the Native American woman.

If you would like the Leinenkugel Brewing Company to reverse its decision and bring back the iconic image of an Indian maiden that has graced the label for so long, then please sign this petition!

The petition further asks Leinenkugel’s to pledge to never change the old fashioned trademark and forever leave it be the face of the company. As former brewery President Bill Leinenkugel so aptly said said and felt "the design still holds the same mystique that it always has". He sure was right about that.