In 1963, as sales lagged in the face of enormous competition from national and regional brewers alike, White Cap Beer was discontinued. Two Rivers Beverage Co. replaced White Cap with a new beer named Leibrau, a brau named in honor of the brewery’s owners; brothers George and Harold Liebich. It wasn’t enough to save them. In 1966, Two Rivers Beverage Co. closed up shop. That wasn’t the end of either White Cap or Leibrau, though. After the shuttering of the Two Rivers brewery, the Oshkosh Brewing Company acquired the label rights to Liebrau and began producing the beer here in Oshkosh. When OBC closed in 1971, Leibrau went into hiatus. But in 2007, both White Cap and Liebrau made a return when the Courthouse Pub in Manitowoc began brewing their versions of the original beers based upon recipes supplied by the Liebich family. So there you have it, the backstory of White Cap. And if and when you drink a new White Cap, take a second to ponder what all this means. Then tell me, because I haven’t a clue.
The Liebich Bros. Introduce Liebrau
Label for Liebrau Brewed in Oshkosh