La Crosse City Brewery

Modern Brewery Age, Sept 29, 2003

AP--Wisconsin will soon be able to claim it owns the World's Largest Six-Pack again. The La Crosse City Brewery is wrapping four of the 54-foot-high holding tanks outside its facility with vinyl covers depicting cans of La Crosse Lager, said Jon Reynolds, director of marketing and sales at City Brewery.

The six tanks spent three years painted white after the former G. Heileman Brewery changed hands. They had spent 30 years before that painted as cans of Old Style beer. "It's a well-recognized icon," Reynolds said. "It's the biggest news for the brewery, in my opinion, since the brewery opened." The "six-pack" was a major La Crosse landmark and tourist attraction. "It may sound a little silly, but the World's Largest Six-Pack is a big deal for La Crosse," said La Crosse Mayor John Medinger. "It was one of our tourist attractions in the past and hopefully in the future."