"We're fixing our brewery and our company so we thought -- we'd better fix our sign," Rich Lozyniak, CEO of North American Breweries, said. "We're proud of our brewery and want to reclaim our place in the beautiful Rochester skyline.
"This is more than flipping a switch," said Lozyniak. "We're ushering in a new era that will see The Genesee Brewery at capacity producing high quality beer."
Crews from Sign & Lighting Services in Ontario, NY replaced and repaired the individual letters on the sign. Each stands about six feet tall. The sign uses high efficiency bulbs which are the equivalent of about a dozen 100 watt light bulbs to illuminate the night sky. The improvement is part of a $10 million brewery investment announced earlier this year. In addition to sign repairs, the company upgraded brewery equipment, and repaired and added boiler controls and steam economizers that reduced energy consumption. The changes help the brewery run better.
"I've been working here 41 years. I can't remember that sign ever working," said Brewmaster John Fischer. "It's something to see after all these years."
About The Genesee Brewery
The Genesee Brewery, based in Rochester, New York, is one of the largest and oldest continually operating breweries in the United States. The brewery makes the historic Genesee line of brands, Seagram's Escapes, as well as Dundee Ales and Lagers family of craft brands, which includes the Original Honey Brown Lager. Additionally, through its Allied Brands division, the Genesee Brewery is America's exclusive distributor of several imports including Imperial from Costa Rica, Steinlager from New Zealand, Toohey's New from Australia and Thwaites from the U.K. The Genesee Brewery also manufactures beer and other alcoholic and non-alcoholic beverages under contracts on behalf of other companies.
About North American Breweries
North American Breweries is the national platform for investments and growth in the beer and malt beverages industries for KPS Capital Partners, LP. North American Breweries owns Genesee Brewing Company, Labatt USA and a perpetual license for Seagram's Escapes from Pernod Ricard USA, LLC.
View and subscribe to news from The Genesee Brewery here: http://www.pitchfeed.com/thegeneseebrewingcompany/6952
Please drink responsibly.
Editor's Note: Please join us on Friday at 9:30 p.m. on the Pont de Rennes Pedestrian Bridge in High Falls as we light the sign for the first time publicly. Enter on St. Paul and Cataract Streets. Media parking will be available at a reserved and marked lot, directly adjacent to the bridge. The media event will take place on the bridge in a barricaded area, providing the best direct view of The Genesee Brewery and sign. The day of the event, contact: Mary Beth Popp at (716) 864-5315.
40 Years Ago
It's been at least 40 years since the Genesee Beer & Ale sign shone brightly. In 1968'
• Andy Warhol was shot in his New York City loft by Valerie Solanis, a struggling actor and writer.
• The unemployment rate, at 3.3 percent, was the lowest it had been in 15 years.
• The launch of Apollo 8 began the first US mission to orbit the moon.
• The first computer mouse was used in a demonstration by high-tech visionary Douglas Engelbart on December 9.
-30-