Downtown Milwaukee's Red, White & Blue bar is rebranded as RWB

Red, White & Blue, a country music entertainment space on Milwaukee's Old World Third Street, was rebranded Thursday under the new name RWB. 

The bar is shifting from live country music entertainment to a more diverse theme playing throwback songs and top hits with the new tagline "Milwaukee's Party Bar."

Jake Dehne, a longtime business owner on Old World Third Street, said he wanted to update the concept to better fit the cultural movement of the area after he took full ownership of the business in March. 

“Today’s consumer wants well-rounded entertainment, so that’s what we’re going to give them," Dehne said.

As a part of the rebrand, RWB will be updating or adding new features, including a shot bar, an eight-inch prize wheel, dance platform and fishbowl drinks. 

RWB also plans to start hosing private corporate gatherings, wedding receptions, birthday parties, concerts and other events. 

Wild Planet Hospitality Groups is overseeing the rebranding and hopes to help RWB add new concepts to some of the backrooms and utilize the riverfront patio in the future. 

"We are so excited about the growth of this part of the city with the injection of energy and people with the new Bucks arena," Drew Deuster, operating partner of Wild Planet, said in a statement. "We wanted to offer a concept that would encapsulate that energy and for lack of better term, 'keep the party going' strong."

RWB is hosting a launch party Friday night to reveal the changes and new concept.