ROCHESTER, N.Y. In order to better serve the convenience store channel, the Genesee Brewery is installing a new 24-oz. can production line. The brewery will immediately add 12 new jobs to work the line, which will produce 24-oz. single-serve versions of Genesee, Genny Light, Genesee ICE, Genesee Cream Ale and The Original Honey Brown Lager.
The upgraded capacity provides opportunities for the Genesee Brewery to expand its product lineup in the c-store channel. "Our investment in a 24-oz. can production line opens many doors for the brewery. We now have the capabilities [image-nocss] to produce one of the bestselling products, single-serve cans, and to further develop our relationships with contract brewing partners," said Kenn Yartz, COO of North American Breweries.
According to AC Nielsen data cited by the company, single-serve containers account for more than 50% of beer unit sales in c-stores. Retail sales of Genesee products are up more than 20% in that channel, it added.
"This new line will help us perform even better in the c-store channel, providing our customers with a single-serve can," said Jason Drewniak, brand manager for Genesee and Genny Light. "We also plan on introducing the 24-oz. can to grocery stores and other retailers, in order to take advantage of a strong customer interest in this product size."
Installation of the new can line began in May, and the first run is set for mid-September. Consumers can expect the bigger version of the beers in stores after October 1.
"Genesee and Genny Light have begun their comeback. This is another logical step toward expanding sales. We're taking this product lineup into a growing industry trendthe single-serve can. And we're confident beer drinkers will be thrilled to see their beloved Genny in more places and in a convenient pack size," said Drewniak.
The Genesee Brewery, based in Rochester, N.Y., is one of the largest and oldest continually operating breweries in the United States and is part of North American Breweries. The brewery makes the historic Genesee line of beers, Seagram's Escapes, the Original Honey Brown Lager as well as Dundee Ales and Lagers family of craft beers. Additionally, through its Allied Brands division, the Genesee Brewery imports and markets Imperial Cerveza from Costa Rica. The Genesee Brewery also manufactures beer and other alcoholic and non-alcoholic beverages under contracts on behalf of other companies.
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