William Lemp, III

In 1939, William J. Lemp III, the only son of Billy Lemp, licensed the Lemp name to Central Breweries of East St. Louis. Central Breweries renamed itself the William J. Lemp Brewing Company and began a grand marketing campaign resulting in increased sales of the new Lemp Beer. The contract was terminated by Ems Brewing, which bought out Lemp in 1945.