Wisconsin's former state Commerce Secretary and beer mogul Dick Leinenkugel says he's running for U.S. Senate.

He's trying to unseat Democrat Russ Feingold, and on Monday declared himself the front-runner of the three Republicans in the race.

Political experts say Leinenkugel is starting off with name recognition because of his family's beer business, but has to build people's political awareness of him. They also say he'll have to blunt criticism for serving 18 months in the administration of Democratic Gov. Jim Doyle.

Leinenkugel says he was working for the people of Wisconsin, not a party or a governor.

Feingold's campaign said Leinenkugel can't seem to decide if he's running on his record or running away from it.