Leinie's fans flock to enjoy immense chair

Ran on Saturday, July 21, 2007

Leinie's fans flock to enjoy immense chair

By Keighla Schmidt
Leader-Telegram staff

It started as a really big idea and appears to be a giant hit with Leinie's beer fans.
The 10-foot tall, 6-foot deep and 4-foot wide chair, nicknamed the Leinie Lounger and built to entertain Leinenkugel's beer lovers, is making its second appearance at Rock Fest near Cadott.
"It's not a place to sell (normal-sized) Adirondack chairs," said Dick Leinenkugel, Leinenkugel's vice president of sales and marketing director. "But to engage our consumers, beer lovers and beer fans."
The notion seems to be working.
"It's great, unique and huge, it's what this whole thing is all about," said fest patron Jim Lane, who came with a bunch of friends.
Lane and part of his group hopped up on the large chair eager to visit it again after they saw it at the fest last year.
Paula Brewer, who also was in the group, admired the chair as she sat in it. The Leinenkugel's fan hadn't previously attended Rock Fest or seen the chair but was wowed by the massive seat.
"It's awesome," she said. "It's the best chair I've ever sat in."
Leinenkugel said the chair was designed to promote the brew's brand of relaxing with friends and family.
"I needed a really big idea, so we made a really big chair," Leinenkugel said.
The company previously sold Adirondack chairs, but the Goliath-sized furniture marks a step up, literally, from that venture.
Leinenkugel said the chairs have made appearances across the Midwest, including Summerfest in Milwaukee, the Minnesota State Fair, Wisconsin State Fair and Navy Pier in Chicago. Currently chairs are at 10 sites throughout the U.S. as part of promotion efforts.
"It's a showcase piece," Leinenkugel said. "It's a place where people can take photos and have fun."
Mike Leddell has been managing the Leinies Lodge for five years and said he has seen many people sitting on it.
"Everyone who sees it and has a camera take a picture with it," he said.