Michelle Southern reporting.
Tom Benson’s Dixie Beer is entering new markets all across the Gulf South area, and now residents in Lafayette and Baton Rouge will be able to enjoy Louisiana’s iconic brew.
Ben Hales is the Senior Vice President of the Saints and Pelicans and is helping Benson oversee operations of the century-old Dixie Beer brand.
"Which has been returned to its 1907 recipe which has really made a huge difference," said Hales. "The reception has been fantastic."
Dixie Beer began distribution in New Orleans last month, first with kegs to area bars and restaurants, and just last week with product at retail locations. Hales says anyone who grew up in New Orleans or Louisiana will remember Dixie Beer, back when The Big Easy was considered the brewing capitol of the south.
"To be able to bring it back and restore it really means a lot to people who have these great connections to Dixie, for generations really," said Hales.
Dixie Beer and Dixie Light will be sold in 12-ounce cans and longneck bottles. Dixie Blackened Voodoo Lager will be sold in bottles only. Hales says this is all part of Benson’s post-Katrina effort to bring back or revitalize iconic New Orleans brands.
"They're a caretaker of this brand," said Hales. "And it's much like the Saints or the Pelicans. They belong to the community, and you're just taking care of it for a period of time. But you're real responsibility is to preserve it for generations to come."