Some people are probably going to call me out when I post tomorrow’s column. It looks like a complete 180 from my stance on High Falls’ recent marketing. Actually, it’s more like a 140.

High Falls’ Vice President of Marketing, Patrick Magallanes, talked to me at length about what the brewery is doing with its brands and in Rochester. Turns out my personal speculation about where the brewery is headed was off the mark. Instead of abandoning their core brands, they’re regrouping and relaunching.

We’ll see how the relaunch goes. Our home market is a pretty tough crowd, and High Falls will have to sucessfully overcome years of negativity toward their brands if this is going to work. Still, there are some very good ideas on the table, and I hope the beer made at High Falls gets a fair shake, both in Rochester and wherever it’s sold.

-Mark