Genesee remembering it’s in Rochester
For the first time in, I dunno, maybe a decade, Genesee is actually going to try to build awareness in its hometown. The brewery will sponsor numerous events this summer, including Zoo Brew, and Taste of Rochester.
It’s not really craft beer news, but it’s kinda nice to hear. Genessee has been the J.D. Salinger of breweries, hiding its brand in their fortress on the gorge and basically gifting public perception to regional rival Labatt. What’s really heartening is that North American Breweries, new owners of both Genesee and Labatt USA, are leading with Genny here in Rochester.
Why get excited over some corporate sponsorships? Mayb e because it’s a clear signal from N.A.B. that a piece of my hometown history, circling the drain for 20 years, might make a recovery after all.
-Mark
The question is, will people drink the beer? You can sponsor what you want but in the end they are mass producers going up against AB-InBev and Miller/Molson/Coors/etc.
Of course I want them to succeed but they have to product and that could be tough. I think you can only expect so many Genny Cream Ale sales for nostalgia purposes before you have to get serious!
Hopefully the name rings a bell with people and we find the love both locally and in the region.
The two you mention were sponsored by High Falls last year. What you will see is that Genny and Dundee products will be piggybacked on the Labatt sponsorships (since they are owned by the same company). What will be interesting to see is if the few that they sponsored last year are still Dundee events or if Labatt will also be there (the Criterium for one) This will certainly be good for visibility, but I’ve also heard that they will be dropping the Genesee brand prices to value brand levels. Great for the consumer if you like the products b/c you be getting $9.99-$10.99 30 packs. Certainly not good for the long term viability and reputation of the Brand. This philosophy is what got it the poor reputation it has today. Looks to me if they are looking for volume now at the expense of any real long term viability of the brand.
Cheers,
Dave