When KPS Capital Partners, LP bought the High Falls Brewing Company in early 2009, the craft beer fans of Rochester, NY were nervous. Formerly known as the Genesee Brewing Company, the brewery traces it's roots back to the late 1800's.
KPS formed the North American Breweries which owns Genesee Brewing Company, Labatt USA and a perpetual license for Seagram's Escapes from Pernod Ricard USA, LLC.
North American Breweies made the decision to rename the brewery back to the Genesee Brewing Company.
On Friday at 9:30 p.m., the brewery will light up the red and blue Genesee Beer & Ale that has been out for the last 40 years. The brewery has been working on the 28-foot long sign over the last four weeks.
It has been hard to argue with the moves that North American Breweries has been making for the Genesee Brewing Company. The sign was part of a $10 million dollar renovation to the brewery. The brewery is looking to regain some of that local passion and pride that it has lost a lot of over time. Cheers to the new (old) Gensee Brewery!