Dixie Beer Name Change Hit Wholesalers “Like a Ton of Bricks”

Dear Client:  Dixie Beer hasn’t revealed a new name just yet, but it’s planning to in mid-October, per recent communication to wholesalers. Recall, the brewer announced plans to retire the Dixie name a couple months back to distance itself from any racist connotations [see CBD 06-26-2020].  The decision “unfortunately hit our entire wholesaler network like a ton of bricks – it was a shock to most and compounded the uncertainty that is 2020 thanks to COVID-19,” Dixie GM Jim Birch