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Genesee Beer gets a 'refreshed' look

The Genesee Brewery has done what they’re calling a “brand refresh” on some of their iconic products with new packaging.

Later this month, Genesee Beer and Genesee Light will roll out in new packaging that the company says showcases a more premium, quality image while maintaining the brand’s heritage.

Brand director for Genesee, Janine Schoos said that, “Our new cans pay homage to our heritage and reflect what we love most about Genesee. Our history is right there in your hands with our birthdate, the barley stalk, that classic oval logo and of course bright red and blue. We’ve modernized the packaging with a fresh, new look to attract new consumers.”

Head of corporate relations, Mary Beth Popp noted that last year, Genesee completed its $48.5 million renovation project in Rochester.

She says that, “This year, we’re investing in our Genesee brands and commercial business by rolling out new packaging, introducing a new tagline “That’s How It’s Done” and connecting with new beer drinkers at venues like Watkins Glen International.”

Genesee was established in 1878 and is New York state's oldest brewery.

Randy Gorbman is WXXI's director of news and public affairs. Randy manages the day-to-day operations of WXXI News on radio, television, and online.