Rochester, NY – Spring is right around the corner, bringing the promise of warmer weather and most importantly… Genesee Bock Beer. The always-anticipated limited edition bock has become one of the most sought after beers brewed at The Genesee Brewery. This year, however, Genesee has even more exciting news to share. Tapping into its 138-year brewing legacy, Genesee created a craft counterpart for its coveted Genesee Bock called the Genesee Brew House Double Bock.
“For the first time, we’re releasing another delectable take on the traditional German beer,” explained Genesee Brew House Brewmaster, Dean Jones. “While Bock is a lighter beer at 5.2 ABV, we embraced the idea of a bigger beer and created Double Bock to be a medium bodied, smooth brew with a 7 ABV.”
Every spring since 1951, the brewery has released its carefully crafted and lagered Genesee Bock Beer. While the exceptionally hearty, full-flavored beer has been around for nearly 70 years, an intense cult-like following developed within the last decade. In recent years, the beer has sparked a social media firestorm, with hundreds joining Facebook groups dedicated to swapping Bock stories. Consumers have even been known to cross state lines to find the iconic green packaging and purchase a year’s supply so they can enjoy it year-round.
“Genny Bock has become a legend of its own,” said Carrie Duggan, brand manager for Genesee. “Beer drinkers love the taste and appreciate the quality they’ve grown to expect from Genesee. It’s become a brand tradition to release Bock each springtime, and it’s amazing to see the lengths passionate fans will go for the beloved beer.”
The legend of Bock Beer doesn’t stop there. Last spring, Genesee Brewmasters discovered a logbook from the late 1930’s with a reference to the original 1878 Genesee Bock beer recipe, a traditional heavy German-style beer with a higher alcohol content. After Prohibition, American desire for heavier beers waned and the Genesee recipe evolved to meet the demand for lighter tasting beers. However, with the craft revolution today, Americans are once again embracing big beers with a higher ABV.
“After seeing the original recipe for Bock Beer, inspiration sparked and the idea for Genesee Brew House Double Bock was born,” said Jones. “We’ve seen such an appreciation for big beers in the past few years that I’m excited to see how the new Double Bock is received by the beer community.”
A collective “clink” of beer steins can be heard across the Northeast as Genesee Bock lovers celebrate its return as well as the introduction of the all-new Genesee Brew House Double Bock. Both beers will be available in select retailers throughout New York, Pennsylvania and Ohio for a limited time only. To locate the beer closest to you, check out the online beer finder.
About Genesee Bock Beer
Genesee Bock Beer is carefully crafted following a 16th century German tradition; Artisan brewers would patiently age a malty brew over a long winter with the arrival of the bock heralding the end of the cold, snowy season. The result is an exceptionally hearty, full-flavored beer with a slightly malty finish, delivering 5.2 ABV and 10 on the IBU scale. Meaning “goat” in German, “bock” beer regularly uses the animal as a visual pun for the limited-edition brew.
About Genesee Brew House Double Bock Beer
The Genesee Brew House Double Bock was originally crafted on a 20-barrel pilot system at the Genesee Brew House Pilot Brewery. Wonderful malty flavors and aromas transform into deep raisin and chewy caramel characters creating a flavorful, smooth beer with a medium full mouthfeel. The dark Munich malt provides subtle toasted biscuit notes with an exceptionally clean bitterness from the traditional noble German Hallertau hops. The beer delivers 7 ABV and 18 on the IBU scale.
About The Genesee Brew House
Once a century-old packaging center, The Genesee Brew House transformed a 9,200 square-foot space into a world class beer destination. The first floor of the Brew House features interactive exhibits, multi-media content, a retail shop and a pilot brewery complete with a tasting bar. Upstairs, there is a pub-style restaurant with a 41-foot bar (hand-crafted out of old, wooden Genesee brewing tanks), outdoor terrace seating and a rooftop patio.
The Genesee Brew House tells a story of the Genesee Brewing Company that dates back to 1878. The brewery lays claim to being the oldest and one of the longest continually operating breweries in the United States. By using an eclectic mix of vintage barrels, reclaimed wood, exposed ceiling, neon signs, new technology and modern exhibits, The Brew House will bring Genesee’s story alive for generations to come.
About The Genesee Brewery
Based in Rochester and established in 1878, the Genesee Brewery is the oldest brewery in New York State, and is part of North American Breweries. The brewery makes the classic Genesee line of beers, Original Honey Brown Lager and Dundee Ales & 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. In 2010, the Genesee Brewery earned AIB Certification, a global food safety organization widely recognized in the food and beverage industry. For more information: Genesee Brewery Newsroom.