High Falls makes a marketing push
By Mark Tichenor and Bruce Lish

The brewery looms over the river gorge like a Transylvanian castle, its high, mustard-colored walls and maze of ominous piping giving no sign of the activities that take place within. For over a century it stood there, implacable and obtuse. Rochester’s brewery where no one was really invited in.

“It’s been like Willy Wonka and the Chocolate Factory,” says Patrick Magallanes, Vice President of Marketing for the High Falls Brewing Company, referring to the culture of privacy preferred by the brewery’s previous owners, the Wehle Family.

Indeed, that closed-shop nature fed some of the rumors that circulated around the brewery for the past quarter century, as Rochesterians perceived a diminishing presence of the once iconic local beers: Genesee, Genny Light, and Genesee Cream Ale. According to Magallanes, the rumor still persists that High Falls beer is made with Genesee river water, whereas in reality, like much of the city’s water, it comes from Hemlock Lake.

That culture is changing. The brewery is taking steps to involve the Rochester community and reconnect residents with Rochester’s beer.

It begins with a concert series at the brewery, the first of which features Blues favorites Susan Tedeschi and Derek Trucks. Magallanes, who lived and attended college in Munich, Germany, is also planning an Oktoberfest, brewery tours, and perhaps a licensed, High-Falls-branded pub in the area.

All this, however, would be window dressing without a renewed commitment to High Falls’ beers. Magallanes has plans in place for the complete line of brands currently produced by the brewery.

These strategies are evident from the new bottles that adorn his office. They carry one name boldly: Dundee. Gone is the mythical J.W. Dundee from labels past. High Falls’ is relaunching the brand with a complete image makeover that should better connect the range of beers with customers.

Magallanes also plans to strengthen brand perception for Genesee and Genny Light. He notes that, outside of the craft beer segment, the only brands showing growth are in the sub premium category, and sees an opportunity to reposition these Western New York stalwarts for rediscovery by the consumers of these brands.

To that end, Magallanes’ team scoured their image files for iconic imagery from the past, combining classic artwork with modern taglines to create a cool retro vibe. Locally, bar goers will be invited to “tag Genny,” submitting their own taglines with a chance to win prizes and having their suggestions used in future ads.

Cream Ale, too, will see a bit of a repositioning. “There are only two true American beers, “ says Magallanes. ” One is Anchor Steam (California Common Ale); the other is cream ale. This is a true heartland beer.”

Finally, Magallanes plans to strengthen the brewery’s position by continuing to contract brew beers such as Hook & Ladder and Sam Adams, and through the importation and management of relatively unknown, but long-established foreign brands such as New Zealand’s Steinlager, Imperial from Costa Rica, and Thwaite’s from the UK.

It doesn’t make much sense to liken a beer like Genesee Cream Ale or Genny Light to small-batch craft beer, but, apples compared to apples, we’ll take High Falls beer over just about anything in their respective categories. Face it, Rochester, our brewery makes damn good beer, and we urge people to have a swig and remind themselves of that.

The view from Magallanes’ rooftop office is a panorama of old industrial Rochester. His desk looks out upon half the city.

It’ll be great to finally have a chance to see in.

In other beers
Custom Brewcrafters’ new brewery is open. The huge new production and retail facility, built from the ground up, offers increased tasting and retail facilities in a winery-style setting, as well as plenty of space for expansion. The brewery is at 300 Village Square Boulevard in Honeoye Falls. Grab more info at www.custombrewcrafters.com.

The Rohrbach Brewing Company has made a deal with Famous Dave’s, caterers for Paetec Park. Rohrbach Bluebeary Ale and Highland Lager will be available throughout the stadium this season.

Bruce is a certified beer judge and commercial brewer. Mark owns a laptop and likes beer. For more on beer, check out the beercraft blog, updated regularly, at http:://www.beercraftsite.com. Send your questions, suggestions, or comments to beercraft@rochester.rr.com.