A makeover for Genesee!

The High Falls Brewery has officially unveiled the new packaging and brand image for Genesee and Genny Light. It’s kind of a fusion between classic heritage and modern retro.

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Compare to the previous “el-cheapo” packaging:

What I like best is that it shows commitment to the brand that built the brewery. Hey, I’m proud to be a Rochesterian, and Genesee is part of our heritage- the last vestige of what was once one of the greatest brewng towns in the USA. Thanks to the guys at the Genesee Brewery for not forgetting that.

Anyway, here’s the full press release:


Extreme Makeover for Genesee Beer and Genny Light

A Package Redesign and New Website for Legendary Heritage Brands

June 7, 2007, Rochester, NY – The famous Genesee Beer and Genny Light brands have just received a packaging makeover which is prominently featured on a new website exclusively dedicated to the legendary Genesee Brewing brand name. “This is all part of our renewed focus on reinvigorating our core brands.” said President and CEO Norm Snyder. “The Genesee name has a proud heritage that dates back to the late 1800’s and is a cornerstone of our regional cultural heritage.”

The new designs pay tribute to Genesee’s proud past but with a contemporary treatment that will appeal to both existing core consumers as well as new consumers of competitive brands. The initiative started with establishing an identity for the Genesee Brewing Company – an entity that High Falls Brewing Company owns but has not actively marketed since the company was founded in 2000. Elements of Genesee’s familiar “red-eye” logo from the 1960’s and 1970’s are the foundation of the parent identity as well as the flagship Genesee Beer brand. A script type face for “Genesee” lends a classic look and feel to the brand that has been in existence since 1878 when the brewery first opened on the east bank of the Genesee River. Snyder added “The Genesee brand name has tremendous equity that resonates with consumers and distributors throughout the country. Our Brewery has been producing beer under the same name at the same location since the end of the 19th century and we’re very proud of that fact.”

Lower calorie sibling Genny Light is brought back into the Genesee family with the oval logo treatment and script typeface. “We had two primary goals for this initiative.” said Gregg Stacy, Vice President of Brand Marketing. “The first was to create a cohesive brand family look for our Genesee products. The Genesee Brewing Company identity provides a parental brand foundation that ties all of the Genesee brands together. We successfully repackaged Genesee Cream Ale in 2005 and it was time to bring Beer and Light in line with the classic heritage look that has helped Cream Ale sales rebound.” Such alignment strengthens brand recognition and communicates positive brand positioning in the trade and at retail. In addition, the visual alignment with Genesee Cream Ale creates more cohesion for displays and merchandising at retail. Stacy continues, “Our second goal was to capture the true personality of the Genesee brand name. Genesee Beer and Genny Light hold very unique positions in that they are some of the last true regional brands brewed in the United States. Genesee Beer in particular has been brewed at the same location since 1878. It was very important to us that the redesign capture the true essence of these brands.” The Mirus Group of Pittsford, New York designed and produced the identity as well as new primary and secondary packaging, point of sale materials, advertising and trade sell-in support.

Hometown Favorite Gets a Homepage

In addition to core point of sale support materials and targeted out of home advertising, for the first time, the revamped Genesee brands have their own dedicated website – http://www.geneseebrewing.com. “The new Genesee site is a lot of fun and is sure to be a hit with Genesee history buffs and brewerania collectors” said Stacy. “We built in a museum page with shots of old ads, collectible items and a streaming video section with television and radio spots from the past. An on-line Company Store will sell a variety of “Gennywear” including hats and shirts. LogicalSolutions.net of Rochester, New York designed, produced and hosts the web site.


High Falls Brewing Company is located in Rochester, New York and is one of the state’s oldest continually operating breweries. The company brews it’s family of JW Dundee’s Lagers & Ales including Honey Brown Lager, Pale Ale, Amber Lager, Pale Bock, Hefeweizen, IPA, Porter and Festive Ale as well as its famous Genesee Brewing Company line including, Genesee Beer and Genny Light and Genesee Cream Ale. High Falls also markets imports Steinlager from New Zealand, Toohey’s New from Australia and Imperial from Costa Rica.


3 thoughts on “A makeover for Genesee!

  1. 12 Horse was the best-loved beer that nobody bought. Everybody lamented its passing, though. Classic Rochesterian mindset, huh?

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