Thanks to a $48.5 million investment, Genesee Brewery, New York state’s oldest brewery, has reopened after nearly closing 10 years ago.
The investment provided world-class equipment that modernized the brewery, including a new and efficient brew house, mash filter, fermentation tanks, automated system, CCT and dry-hopping system and cold block. Not only is the brewing process now more efficient, the beer is better, too.
Established in 1878, the Genesee Brewery makes the classic Genesee line of beers, The Original Cream Ale, The Original Honey Brown Lager and Seagram’s Escapes. The Genesee Brewery also manufactures beer and other alcoholic and non-alcoholic beverages under contracts on behalf of other companies.
In addition to an improved facility and product, throughout the summer, Genesee Beer, Light, Ice, Non-alcoholic and Black will roll out in new, modern packaging.
“We want to communicate the quality of Genesee Beer that has withstood the test of time,” said Janine Schoos, brand director for Genesee. “We are always looking to connect with the next generation of Genny drinkers. Our new packaging will help us stand out on shelf while telling our unique story.”
In 2018, the Genesee family of brands grew 25% over the previous year in Genesee’s hometown of Rochester, N.Y. As those trends continued, the Genesee team seized the opportunity to build momentum.
“It’s not often that marketing takes cues from operations, but we have to give credit where credit is due. Genesee beer drinkers have always loved the taste, and now our beer is fresher than ever,” said Schoos. “We want more and more people to try Genesee. Most people who try it become lifelong fans. You don’t survive 141 years in the beer business unless you make great beer.”
Also new in 2019, Genesee launched its first commercial sponsorship in over a decade with Watkins Glen International. Genesee will be featured at all races at the track this summer as the Official Beer of the Glen. The partnership includes a Genesee branded pace car, a summer concert series, cobranded materials, retail contests and dozens of fan experiences.