Genesee Beer Revives Classic Packaging

Three-story “beer” will show off new look on May 5; Classic packaging will appear on shelves in early May

05.04.2011– ROCHESTER, NY – Genesee Beer is taking cues from its past to build on its recent success. The Beer will soon return to the striking packaging it donned nearly 40 years ago. The white cans with red and black logos that first made Genesee a household name will begin appearing on shelves in early May. Rochester will get a first look at the packaging when a new tank wrap is unveiled at the Brewery on May 5, 2011.

“We’re celebrating our historic past and toasting to our continued success,” said Janine Schoos, brand manager for the Genesee family of beers. “Genesee Beer had double-digit sales increases in 2010, and Genesee is again a regional sales leader in the popular-price beer segment. Using the vintage packaging truly celebrates what the Genesee family is about—history, heritage and producing great, authentic beers.”

As Genesee Beer experiences a revitalized popularity, the brewery is capitalizing on its heritage, which dates back to 1878. The red and white packaging first appeared on shelves in the early 1970s, at the peak of Genesee’s success when the brewery famously shipped three million barrels of beer. Most recently, the 24 oz. cans, rolled out in September of 2010, donned the historic look.
“The response to the vintage packaging on the 24 oz. cans has been overwhelmingly positive and it’s another success story for Genesee,” said Schoos. “We’re getting back to our roots and reintroducing this packaging across the entire Genesee Beer product line—including the largest and most recognizable can of them all, our 35,862,784 ounce tank on the brewery grounds.”
The new tank wrap will be installed and available for public viewing on May 5, 2011.

Genesee prides itself on being an authentic, quality beer, known for its great taste and affordable price. That message is again resonating with consumers—since 2009, the Genesee Brewery and Genesee Beer have been on a growth path. The brewery recently announced plans to hire an additional 100 employees, continuing the trend started by the reintroduction of a third production shift. Nielsen data also shows that nationwide sales of Genesee Beer are up 35-percent and Genesee is returning to popularity in its hometown of Rochester.

The beer is also experiencing success outside of Rochester, with sales increases across the Western and Southern United States.
“Genny has really gained momentum in areas like Washington, Ohio, and Florida,” said Schoos. “It’s proof that being an authentic beer, with great taste and a great price is what consumers are looking for.”

“This really is a celebration of the hard work that got us here, and it’s only fitting to do so by giving a nod to our successful past,” said Schoos.

About The Genesee Brewery:
The Genesee Brewery, based in Rochester, New York, is one of the largest and oldest continually operating breweries in the United States and is part of North American Breweries. In 2010, the Genesee Brewery earned AIB Certification, a nationally recognized industry designation for quality excellence in food, beverage, and brewing manufacturing practices and product safety. The brewery makes the historic Genesee line of beers, Seagram's Escapes, the Original Honey Brown Lager as well as Dundee Ales and Lagers family of craft beers. The Genesee Brewery also manufactures beer and other alcoholic and non-alcoholic beverages under contracts on behalf of other companies.