Leinenkugel’s is bringing back a classic, thanks to the internet.
After several years in hibernation, Leinenkugel’s Sunset Wheat is making its return to shelves this month, inspired by an online petition signed by Dick Leinenkugel himself.
“As soon as we hibernated it, we started to hear from drinkers about their love of Leinenkugel’s Sunset Wheat,” says Leinenkugel, president of Jacob Leinenkugel Brewing Co. Fans of the beer sent letters and emails demanding the beer’s return, and when Leinenkugel saw an online petition had more than 1,500 signatures, he joined their calls to bring the beer back.
“It’s a people’s movement,” Leinenkugel says. “It was a groundswell of fans whose love of Leinenkugel’s Sunset Wheat spurred them to petition us through the web, but also with calls, texts, emails and more.”
The Belgian-style witbier with citrus notes and a hint of blueberry is hitting shelves next week, slotted as the brewery’s secondary fall seasonal, behind Leinenkugel’s Oktoberfest. It will be available nationwide through October – or while inventory lasts.
At 4.9% alcohol by volume, Leinenkugel’s Sunset Wheat delivers crisp citrus flavors accentuated with a touch of blueberry and coriander. Fans can find Sunset Wheat in six- and 12-packs, as well as in Leinenkugel’s variety Lodge Packs nationwide.
To celebrate the return of Leinenkugel’s Sunset Wheat and the end of summer, the brand is offering a chance for one person to experience one of Wisconsin’s famous summer sunsets while hosting a livestream on Leinenkugel’s Instagram page. Fans age 25 and older can submit a video on Instagram, tagging @leinenkugels and using the hashtags #sunsetstreamer and #contest, explaining why they deserve to be Leinenkugel’s’ first-ever Sunset Streamer.
Not only will the winner and a guest win a Labor Day trip to a Wisconsin cabin, where they’ll help bring the Sconnie Sunset experience nationwide, he or she will earn $10,000 for their efforts. Full details are available on Leinie’s Instagram page.
With Leinenkugel’s Sunset Wheat making its long-awaited return this year, Dick Leinenkugel expects it to be a hot seller.
“I think it’s going to be here and gone as soon as it comes out,” he says. “People really love this beer, and we know they’ll be looking for it wherever they can get it.”