North American Breweries is announcing a five-year modernization plan for the Genesee Brewery in Rochester.
CEO Kris Sirchio says they'll use a triple bottom line, five year plan to install the most advanced brewing system in the world, expand the Brew House, adding classroom, auditorium and interactive museum among other amenities, build community partners that build social and environmental value for the city.
Triple bottom line is a business model measure a company's economic value plus its social and environmental responsibility.
Sirchio says it's a business model that works.
"How do you continuously invest and grow your products but at the same time to do great things in the communities that you serve to be outstanding stewards of the environment, and our belief is that companies that do that will attract better talent they will attract more excitement and people will be more loyal to our brands."
The goal of the so-called "Eco-Brewery District" is to grow the business, spark innovation, raise quality standards for the beer industry and develop a signature destination for Rochester.
The plan is recognized as a priority project of the Finger Lakes Regional Economic Development Council, and it remains to be seen how much state funding it will receive.
In phase one, Sirchio says North American will invest up to $39 million dollars to modernize the brewery.
Phase two includes an expanded Brew House which will include classroom and auditorium space.
The entire project is expected to create up to 100 permanent jobs in the northeast quadrant of Rochester.