Partnership will help protect and preserve the endangered waterway
Jacob Leinenkugel Brewing Co. officials announced a partnership with Friends of the Chicago River Wednesday to help protect and preserve the Chicago River. This summer, as part of Leinenkugel’s Canoes for a Cause initiative, the brewer is inviting Chicagoans to help raise funds to foster the vitality of the river.
Leinenkugel executives launched an online resource that encourages residents to help improve the river, and for every new “like” on Leinenkugel’s Facebook page, officials and partners will make a monetary donation to Friends of the Chicago River beginning late May.
Company executives are focusing on Chicago, a city with a special connection to the brewer, as it was the first major distribution market outside of Wisconsin. The partnership was driven in part by a recent poll that revealed water conservation and prevention of contamination as a No. 1 environmental concern among Leinenkugel consumers.