Brand worth more than the beer

I don't know if they've actually been selling much beer.  Does anyone drink Dixie? It's basically just a worse and more expensive Budweiser.  And why bother with any of that when there is plenty of Miller Lite to be had?  Anyway now that they're retiring the one thing that gets them any attention, they're going to squeeze as much cash out of it as they can. 

Sales of T-shirts, baseball caps, glasses, tin signs, dog bandannas and everything else emblazoned with the Dixie Beer logo spiked over the weekend, after owner Gayle Benson announced that the brew would be rebranded.

“There were people walking out with shopping bags full,” said Jim Birch, general manager of the souvenir shop at the New Orleans East brewery.

After that they're selling Not-Dixie. Which is what any of several local microbreweries is doing already.  So how sustainable is that?