1997: "Everybody would understand how insulting it would be to have, say, a Martin Luther King Jr. Dark Ale, or a Golda Meir Stout," said state Rep Andy Dawkins, "But when it comes to Native Americans, somehow it's a different thing."

"There's no question about it that having the Crazy Horse name on a bottle of beer is racist, demeaning and in bad taste," Randall Tigue, attorney for Hornell Brewing Co. of New York. But, the name is also protected by the First Amendment right to free speech, the company argues. They also claimed that it was censorship by the US government, which is unconstitutional.

      Those who represent Crazy Horse, his legacy and his tribal people charged that the name should be banned because it was a "misappropriation of the name" and that the Sioux leader would not have approved. 

1996. June 21 Great Falls Tribune 

"For years, American Indian activists have struggled with limited success against the use of sports mascots and team names that they find offensive. Beyond team names, there is a growing movement in several states to remove from geographic designations the word squaw...." "But activists concede that progress has been slow on this issue because, as with the team names, few seem convinced that American Indians should take offense if none is intended." ~ Indians say brew a cultural insult, by Michael A. Fletcher, The Washington Post. 1997.

1997, Feb 24 Lansing State Journal 

1998. March 14 The Marion Star 

Crazy Horse Dispute Settled
By Elizabeth Stawicki
Minnesota Public Radio
April 26, 2001
The descendants of the Lakota leader Crazy Horse have settled a defamation lawsuit over the use of his name in the marketing of Crazy Horse malt liquor. Crazy Horse's descendants filed suit eight years ago, trying to stop beer makers from using the chief's name on an alcohol product that was distributed to 32 states. The opposition to Crazy Horse malt liquor came in part, because Crazy Horse had denounced the introduction of alcohol to American Indians.

"We thought it was the right thing to do," says Stroh.

"We certainly never intended to offend anybody. We are indeed, deeply sorry for any offense we caused the Rosebud Sioux or any other Native American people," says Stroh.

"It's something big. Along the lines of extending their apologies to the Native Americans here in the United States. Because it's the first time a big company has done that for us. And it's kind of an awakening thing for me, in the way of recognizing us as human beings," says Big Crow.

~~~~~~~~~~~~~~~~~~~~~~~~~~~~

Crazy Horse Malt Liquor Apologizes
By DENNIS GALE, The Associated Press, 27 April 2001

SIOUX FALLS, S.D. (AP) - With seven horses, 32 blankets, some tobacco and sweet grass - and an apology - a company has settled a lawsuit brought by American Indians over the marketing of Crazy Horse Malt Liquor.

"We understand your deep and sincere feeling that the marketing of the malt liquor beverage ... disparaged his spirit and caused you and his other descendants emotional distress," John Stroh III, chairman of SBC Holdings Inc.

His remarks came one day after SBC announced the company - which got out of the brewing business in 1999 - had settled the lawsuit over the use of the Crazy Horse name.

"We've always felt that this case hasn't been just about the money," Kirk-Kazhe said. "It's a step toward clearing the name for Crazy Horse and his descendants and restoring the spirit of Crazy Horse as a strong Indian leader."

"They don't have permission to take someone else's name, someone else's image, someone else's property rights" added Big Crow, a Crazy Horse descendant.

==================

Crazy Horse Malt Liquor bottle back label:

CRAZY HORSE™
MONTANA HILLS LTD
The Montana Hills, steeped in the history of
the American West, home of Proud Indian Nations.
A land where imagination conjures up images of blue clad
pony soldiers and magnificent Native American Warriors.
A land still rutted with wagon tracks of intrepid pioneers.
A land of character, and tradition.
A land that truly speaks of the spirit that is America.

Brewed under the authority of
Crazy Horse Brewing Company, Lake Success, NY.
Under special agreement with
Sebring Brewing Co., Winston Salem, NC.
This product has no connection to the deceased Sioux leader Crazy Horse or his family or heirs.