The Leinenkugel family has indicated it is still interested in acquiring the Chippewa Falls brewery from Molson Coors, despite the latter having allegedly rejected these efforts.
The US beer major announced plans to close the Chippewa Falls site in November. An additional facility in Milwaukee was also due to shut its doors.
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Chippewa Falls was the original brewery founded by Jacob Leinenkugel in 1867. The Leinenkugel’s brand was snapped up by Miller Brewing, a precursor to Molson Coors, in 1988.
In a post on LinkedIn yesterday (15 January), brothers Dick and Jake Leinenkugel said that they had already shared a proposal with Molson Coors requesting that they enter a Non Disclosure Agreement (NDA).
“This would allow us to begin discussions on acquiring the Chippewa Falls brewery, with the goal of maintaining its operations under Leinenkugel family leadership”, the Leinenkugels said.
Molson Coors reportedly rejected this offer on 6 January, according to the brothers, with CEO Gavin Hattersley having said that the company was “fully committed to the Leinenkugel’s brand.”
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By GlobalDataThe response was unsatisfactory for the Leinenkugels, who said: “While we appreciate Gavin’s affirmation of the brand’s importance, we believe that true commitment must include preserving the Chippewa Falls brewery and the livelihoods of those who depend on it.”
Following up on the initial rejection, the brothers told Hattersley their “long-standing relationship over the past 23 years could serve as the foundation for an open and transparent conversation, even without an NDA”, and that they were still ready “to discuss acquiring the brewery’s assets and preserving its operations in Chippewa Falls”.
While no response has been received by the family so far, the brothers said they were “optimistic that Molson Coors’ leadership will reconsider our proposal and engage in meaningful discussions about safeguarding this important part of our heritage”.
Just Drinks has contacted Molson Coors for comment.
When the brewery closures were announced last year, Brian Ernhardt, Molson Coors’ chief supply chain officer, said the decision had been made: “Following the end of a large contract brewing agreement and amid an ongoing canning line investment project at our Milwaukee brewery”.
Both the Chippewa Falls and Milwaukee sites were due to close on 17 January, impacting 90 jobs.
Production of Leinenkugel’s portfolio, which includes its Summer Shandy and Honey Weiss beers, was expected to move to a larger brewery Molson Coors has in Milwaukee to “centralise statewide production”, Ernhardt said.
