Faubourg Brewing Company, formerly known as Dixie Beer, is facing financial hardship following its name change after the George Floyd riots in the summer of 2020. The beer maker is reportedly being forced to fire many employees and sell its equipment.
The brewing company is set to auction off the equipment in June, expecting to raise just over $2 million. Subsequently, conservatives on social media have slammed the once-iconic beer for becoming the latest example of “go woke, go broke.”
Popular X account End Wokeness wrote, “Dixie Beer, one of the oldest beer brands in the U.S., changed their name in 2020 after George Floyd died. New name: Faubourg Brewing Company. Now, the company faces mass layoffs and is auctioning off all of its equipment for just $2 million.”
Other users commented under End Wokeness, echoing a similar sentiment. “Amazing that going woke didn’t do great things for their business. Who could’ve predicted that?!” conservative commentator Paul A. Szypula wrote in the comments section.
“This is a classic case of stupid woke people running businesses into the ground. Lets have the marketing people explain to the workers who lost a job how their genius decision blew up the company. Families lost a job and $$ income, these people are disgusting,” another individual added to the discussion.
Other users emphasized how companies that prioritize virtue signaling seemingly compromises successful business strategy. “Turns out, virtue signaling doesn’t pay the bills. Guess catering to the woke mob wasn’t the business strategy they hoped for. Maybe focus on quality beer over political correctness next time,” someone posted.
Others who were more familiar with the regional beer noted that, while it was never the best-tasting beer on the market, it had undeniable brand equity. “As a native, Dixie beer was always shitty. That said, the brand was iconic, and this absolutely deserves to fail,” one person wrote. Watch coverage of Faubourg’s financial woes below.
Many users sounded off on woke business practices, such as virtue signaling and prioritizing diversity, equity, and inclusion policies. RedWave Press commented, “If you go woke, you go broke. Disney is learning this lesson the hard way as well. Follow if you agree.” Another person said, “DEI is being removed from schools, businesses, and governments. This isn’t 2020 anymore. It’s time to take this country back from those who are trying to steal it from us.”
The American Tribune has extensively reported on “go woke, go broke” business practices over the past few years, such as the infamous Target and Bud Light scandals. Following intense consumer backlash, Target recently noted that it would significantly scale back its LGBT-themed merchandise.
“The retailer announced this past week that it would only be selling its Pride merchandise offerings in a select number of stores nationwide. Target noted that “historical sales performance” affected the decision. Furthermore, it is reported that the LGBTQ-themed items would only be designed for adults, not children,” The American Tribune reported earlier this month.
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