Wild & Wet: Chicago River & Leinenkugel's

LEINENKUGEL’S JOINS FORCES WITH FRIENDS OF THE CHICAGO RIVER TO HELP PROTECT AND PRESERVE ENDANGERED WATERWAY Recent poll of Leinie’s fans reveals that water conservation is No. 1 environmental concern CHIPPEWA FALLS, Wis. (May 18, 2011) – In the wake of recent news of the Chicago River’s most endangered rivers status, the Jacob Leinenkugel Brewing Company is announcing its partnership with Friends of the Chicago River to help protect and preserve Chicago’s famed waterway. This summer, as part of Leinenkugel’s Canoes for a Cause initiative, the brewer is inviting Chicagoans to help raise funds to foster the vitality of the Chicago River. Having celebrated clean water and the great outdoors since 1867 when the Big Eddy Spring in Chippewa Falls, Wis. was tapped to brew Leinenkugel’s, the brewer today launched www.leinie.com/canoesforacause, an online resource that encourages Chicagoans to join Leinenkugel’s in improving the Chicago River. In addition, Leinenkugel’s is tapping social media to help drive fundraising efforts for Chicago’s endangered waterway. Beginning late May and running through July 9, for every new like on the Leinenkugel’s Facebook page, Leinenkugel’s and its partners will make a monetary donation to Friends of the Chicago River. Leinie fans also have the opportunity to donate to the cause individually via a Friends of the Chicago River donation link at www.leinie.com/canoesforacause. With the emergence of the Chicago River’s urgent need, Leinenkugel’s is focusing on Chicago, a city with a special connection to the brewer, as it was Leinenkugel’s first major distribution market outside of Wisconsin. Today, thousands of Leinie loyalists call Chicago home. When we learned of the substantial need of the Chicago River, we wanted to do our part to lend a hand, and engage our Chicagoland-based Leinie loyalists to join in the efforts, said Jake Leinenkugel, president of the Jacob Leinenkugel Brewing Company, who noted that Leinenkugel’s kicked off the effort on May 14 when Chicago Leinie loyalists joined Team Leinie’s to clean up the waterway as part of the 19th annual Chicago River Day [photo above]. The partnership with the Friends of the Chicago River was driven in part by a recent poll of thousands of Leinie loyalists which revealed that water conservation and prevention of contamination is their No. 1 environmental concern. We’re thrilled to be working with Leinenkugel’s toward our goal of building awareness and enthusiasm for a healthy Chicago River, said Margaret Frisbie, executive director of Friends of the Chicago River. The support of Leinenkugel’s and Chicago Leinie loyalists, gets us that much closer to making a real change here in the heart of Chicago. For 144 years, Leinenkugel’s has taken an active role in improving, beautifying and creating appreciation for water resources throughout the Midwest. For more details on Leinenkugel’s dedication to water conservation and information on current Canoes for a Cause: Chicago efforts, please visit www.leinie.com/canoesforacause. About Leinenkugel’s Leinenkugel’s, brewed in Chippewa Falls, Wisconsin, is the leading craft brewer in the upper Midwest. Year-round offerings include Leinenkugel’s Sunset Wheat, Honey Weiss, Berry Weiss, Classic Amber Lager, Leinie’s Red, Creamy Dark, Original and Light. Leinenkugel’s offers four limited-release seasonal beers including Leinenkugel’s Summer Shandy, Oktoberfest, Fireside Nut Brown and 1888 Bock. Leinenkugel’s has a dedicated fan base of more than 300,000 Leinie loyalists living throughout the U.S. Leinie loyalists are a group of devoted fans of the specialty brewer who stay in touch virtually throughout the year via Leinenkugel’s newsletters and gather for the Leinie Lodge Family Reunion in Chippewa Falls, Wis. every June. For more information on the rich history of Leinenkugel’s, visit www.leinie.com or join virtual Leinie loyalists at www.facebook.com/leinenkugels.