The Genesee Brewing Company
The Genesee Brewing company is located in Rochester, New York. Founded in 1878, the company has survived several sales, acquisitions and mergers (see timeline below). Genesee Brewing Company is currently owned by the Costa Rican company, Cervaceria, a subsidiary of Florida Ice and Farm Company.
Timeline for Genesee Brewing Company 1878-2015*
• Founded in 1878-Merged with other local brewers to become Bartholomay Brewing Company.
• Early brewery was successful due to its location near the falls and the use of caves, dug in the rocks to keep the beer cold without refrigeration
• 1932 after repeal of prohibition-reopened as an independent brewer-Genesee Brewing Co.
• 1978 Genesee Light launched as Genny Lite
• 1960 Genesee Cream Ale introduced
• 1993 Genesee
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Ice Beer introduced • 1994 Introduced J.W.
Dundee’s Honey Brown
• 2000 Sold to an investor group who renamed it High Falls Brewery
• 2007 Norman Snyder named CEO-announced change in Genesee brand labeling highlighting the more “classic look”/unveiled corp. website and increased marketing of the Genesee brand of beers
• 2009 Bought by investment capital firm KPS Capital Partners which made it part of North American Breweries (NAB)
• 2009
• Renamed Genesee Brewing Company for trade use and to reflect company’s long history
• NAB invests 10m to upgrade and repair to return to “glory days”
• Purchased all brand rights to Seagram’s Escapes Flavored Coolers
• 2010 Genesee developed a new product line under the name Rock Wall Brewing (Dog Bite High Gravity)
• 2012
• October- purchased by Cerveceria Costa Rica S.A. a subsidiary of Florida Ice and Farm Company for $388 million.
• Genesee gets approval to create visitor’s center and brewpub
• Genesee Brew House opens at Genesee’s visitor’s center, brewpub and test microbrewery
• 2015 Genny Lite rebranded to Genesee Light
• 2015 voted "Best Regional Brewery" in City Newspaper’s 'Best of Rochester'
Awards Genesee also has several exclusive contracts with Labatt’s (Anhauser-Busch cannot produce or distribute the brand in the US due to antitrust problems), Trouble Brewing (Walmart), Seven Kings Brewery and Narragansett Brewing, Big Flats 1901 (Walgreens), and Mike’s Hard Lemonade. Genesee also contract manufactures Mountain Brew Beer Ice and Stew Brew for Stewart’s Shops. Strengths • Strong “iconic” brand/high recognition • Loyal customers (appreciate history) • Low price • Independently owned (North American Breweries) • Yellow Ribbon Fund-supports veterans • Viewed as local • Clear goals/focus Sustainability Growth Employee safety Quality Upgraded facility Weaknesses • Need to appeal to variety of market segments • Reputation-perceived history of depending on one customer segment (“grandfather’s beer) • Lack of strong differentiator Opportunities • 43% of consumers prefer beer (32% wine, 20% spirits) • Expanded product line (14 products) • Brew House- Restaurant Rooftop lounge Outdoor event area Tours and Tastings Gift shop • Local Festivals • Events • Rochester as “Beer Destination” city (similar to Finger Lakes wine region for wine) Threats • Competition (currently #6 in US beer market) • Popularity in market could lead to market saturation • 394 breweries permitted in NY • Craft Breweries increasingly popular • Craft brews viewed as higher quality • Introduction of new products could alienate existing customers/cannibalization • Domestic beer is fighting trend of premiumization-hampering sales Source: https://www.nbwa.org/resources/industry-fast-facts Source: Gallup Poll Source: http://www.bevindustry.com/2017-beer-market-report
Ferrell, O. C. (2008). “New Belgium Brewing Company(A)” in Ferrell, O. C., and Hartline, Michael D., Marketing Strategy, Fourth Edition, Mason, Ohio: Thompson Southwestern Publishing, pp. 463-470.
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