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The new annual tradition: lighting the 'Keg Tree' at the Genesee Brewery

Dec 6, 2019

Credit Gino Fanelli / CITY Newspaper

It has become a Rochester tradition the last several years. the lighting of the Keg Tree at the Genesee Brewery.

Thousands turned out in High Falls on Friday night to watch a tree made up of more than 500 beer kegs lit up.

Janine Schoos is brand director for Genesee, and says the brewery employees are thrilled to be a part of this. 

“Honestly I do think it’s people coming together to do something for the holidays and kick off the holiday spirit. When we first started six years ago we probably had a couple of hundred people that came out and a much smaller keg tree and every year the employees get so excited about it,” Schoos said.

Schoos said the Keg Tree will be around for a few weeks.

“We’ll have it lit every night throughout the holiday season so as people’s families and friends come in to visit Rochester you have something to do, to have a great place to eat, go outside and see the tree, but then, also take your picture in the sled; I have now heard that is the new Christmas Card spot for many families and friends,” Schoos said.

The display near the brewery also includes a hand made sled manufactured by carpenters who work at the Genesee Brewery.