ROCHESTER, NY— Once a local favorite, Genesee Beer returns to its roots in an iconic “glass can” also known as a stubby bottle. The packaging made it famous decades ago and is gaining traction at retail. The Genesee Brewery recently released the Genesee Heritage Collection, a limited-edition pack featuring Genesee Beer, Genesee Cream Ale and 12 Horse Ale. One of the brewery’s most requested legacy beers, 12 Horse Ale was first brewed in 1933 after the repeal of Prohibition. The beer has not been brewed for years.
“The Genesee Heritage Collection celebrates the tradition of three classic beers that have been brewed for decades,” said Janine Schoos, brand manager, Genesee Beer. “Genesee has withstood the test of time. We have a long history as one of the first and longest continually operating American-owned breweries in the United States. “
“The Genesee Heritage Collection takes beer drinkers back. We’re seeing all generations responding to the nostalgia and tradition,” said Schoos. “Genesee is taking off all over the country. We hope to be where we were back in the 80s - - when we were synonymous with good times and great American traditions.”
Genesee Cream Ale, also in the Heritage Collection, was first brewed in 1960 and has won numerous awards, including two gold medals at the Great American Beer Festival. All three beers in the Heritage Collection are embossed with a signature letter “G” for Genesee, and adorned with classic labels reminiscent of the packaging used at the height of the beers’ popularity.
While many beer drinkers remember Genesee as a popular beer from the 1970s and 1980s, the beers have experienced a resurgence over the last three years. The Genesee family of beers has the highest growth rate among the Top 10 selling brand families in its category between 2010 and 2011.
“Our local markets are key as we continue to revive the historic Genesee brand,” said Schoos. “We are thrilled to bring 12 Horse Ale back to its fans and to package three of Genesee’s iconic beers in such an authentic way.”
In addition to seeing growth in the beer’s hometown region, the Genesee brands have been expanding into new markets. In metropolitan areas like Atlanta, Charlotte, Seattle and Brooklyn, the beers, especially Genesee Cream Ale, are growing in popularity.
“Nationally people point to Genesee’s quality, American craftsmanship and affordable price as the reason for its popularity,“ said Schoos.
The Heritage Collection is available in 12- and 24-packs in grocery stores, restaurants, bars and other retail outlets through January 2012. To locate the Genesee Heritage Collection pack nearest you, visit: Genesee Beer Finder.
For news and updates on the Genesee Brewery, “like” the Genesee Brewery Facebook page.
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 and is part of North American Breweries. In 2010, the Genesee Brewery earned AIB Certification, a nationally recognized industry designation for quality excellence in food, beverage, and brewing manufacturing practices and product safety. The brewery makes the classic Genesee line of beers, Seagram's Escapes, the Original Honey Brown Lager as well as Dundee Ales and Lagers family of craft beers. The Genesee Brewery also manufactures beer and other alcoholic and non-alcoholic beverages under contracts on behalf of other companies. For more information: http://www.pitchfeed.com/thegeneseebrewingcompany/6952
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