Name change
Genesee Brewing Co., Rochester NY, finally completed its long-awaited management buy-out. Eight former Genesee executives bought the company for US$25.8 million, US$14.8 million of it in cash.
Changing the name to High Falls Brewing Company does not mean that the Genesee name will disappear. In fact, it will appear on all labels except for the new speciality brews. Those will be sold under the High Falls label.
Pabst Brewing Co. had offered to purchase some of Genesee’s brands to be brewed elsewhere, but that would have meant the closing-down of the Genesee brewery and 450 workers loosing their jobs.
The new management will spend US$3.5 million more on advertising than the old regime to improve sales. Also, the company will offer more contract brewing opportunities..
Select offer and read on
6 print issues