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Little Kings pairs with outdoor group to save grizzlies.

Hudepohl-Schoenling Brewing Co.'s president, Ken Lichtendahl has committed his company to habitat preservation by teaming up with the Wilderness Society in an effort to save the threatened grizzly bear.

According to Lichtendahl, an avid outdoorsman, the message will be delivered through packaging, point-of-purchase and other marketing and merchandising materials for the brewery's Little Kings Cream Ale.

"We're focusing on the grizzly bear as a symbol for conversation efforts of all kinds," said Lichtendahl, whose company has denoted a four-year grant to the Society. "The grizzly is a magnificent animal who has no natural enemies and occupies the very pinnacle of the wilderness hierarchy. As such, the grizzly has become the lead-indicator of habitat wellness, on which over 250 other species depend for survival.

"As we at the brewery learned about the plight of this animal, we found

ourselves identifying ourselves more and more with the grizzly," he continued. "It's an animal with a long, important history in America, whose existence is now being threatened. In a way, it's similar to what small breweries are experiencing as electronic media beers grow and reduce the number of brewers to just a handful of mega-brewers."

The goal of the Little Kings campaign, introduced in parts of the Midwest early in March with roll-out to the rest of the country scheduled throughout the year, is to educate the public. Using the slogan, "Life is meant to be wild," the brand will bring its message to both on- and off- premise locations.
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Title Annotation:Hudepohl-Schoenling Brewing Co.
Publication:Modern Brewery Age
Date:Apr 13, 1992
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