Genesee Unveils New Packaging Design

The Genesee Brewery new packaging

ROCHESTER, N.Y. — Genesee Brewery recently revealed a new packaging design for its family of products. A return to the original name of Genesee Light, along with graphic changes onGenesee Beer, Genesee Cream Ale and Genesee Ice, take cues from Genesee’s heritage while connecting with today’s consumer. People can expect to see the new packaging on shelves this month in grocery, drug and convenience stores across the Northeast.

The new packaging includes a complete overhaul of Genny Light which will revert back to its original name ofGenesee Light that dates back to 1978. Other changes will roll out to Genesee Beer, Genesee Cream Ale andGenesee Ice packaging, including graphic updates, the addition of a wheat stalk, and the designation as New York state’s oldest brewery.

“The packaging has changed but the beer is the same great quality beer that generations of people have enjoyed,” said Mike Mueller, brewmaster at Genesee. “There is real love for the simplicity and values that Genesee stands for. People all over the Northeast come together over Genesee Beer and we love it.”

The 137-year-old Genesee Brewery revealed its new packaging with a dramatic unveiling of three-story-high “beer cans” outside of the brewery. The “cans” are actually beer storage tanks wrapped to mirror Genesee Light,Genesee Beer and Genesee Cream Ale cans.

The Genesee Brewery new packaging

About 7,425 square-feet of cloth was used to cover the cans which hold the equivalent of 35,862,784 ounces of beer. The cloth dropped in theatrical style in front of an enthusiastic audience. Passionate Genesee fan and well-known musician, Tommy Brunett surprised the crowd of employees and alumni watching with a live performance of “I Like Beer,” Genesee’s unofficial theme song, as the curtains came down.

The beer cans have become somewhat of a landmark in Rochester, NY since they were first wrapped in 2010. The cans have attracted tourists, local beer enthusiasts, marriage proposals and plenty of photographs.

About The Genesee Brewery:

The Genesee Brewery, based in Rochester, is the oldest brewery in New York state, and is part of North American Breweries. The brewery makes the classic Genesee line of beers, the Original Honey Brown Lager, the Dundee Ales & Lagers family of craft beers, as well as Seagram’s Escapes. More information: Genesee Brewery Newsroom.


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