Genesee Brewery to undergo $50M modernization project

ROCHESTER, N.Y. (WROC) — The Genesee Brewery is at the center of a million-dollar modernization project, as their parent company, FIFCO, invested $50 million into the Rochester staple.

The renovation project on their 27-acre campus includes building part of a warehouse into a world-class packaging facility. New packaging goals for the company include the production of different can sizes and shapes.

Additionally, the funding will go toward Genesee Brewing contract brewing and shipping Labatt Blue and Labatt Blue Light. This will make Genesee the first brewery in the US to brew the Canadian classic.

“In the past, we have imported Labatt Blue and Blue Light from Canada, that just doesn’t change, but now, based on the consumer demand for the product we’ll also be able to supplement that, so we can make the beer here,” said Mary Beth Popp, V.P. of communications for FIFCO.

Popp said the upgrades will add 57 new jobs over the next two years and retain over 500 workers in Rochester.

The Genesee Brewery was first established in 1878 and has become one of the oldest operating breweries in the US. The facility received a $50 million investment towards an expansion back in 2016.

$7 million of the $50 million announced Tuesday came from Empire State Development.

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