A new Genesee generation? Brewer sets out to remind consumers in campaign
Filed under: Company News, Economy, Media, Molson Coors Brewing Company
Remember Genesee? Maybe not. The name might ring a bell with older beer drinkers -- especially those living in or near its home field of upstate New York -- but these consumers may wonder whatever happened to brands like Iron City, Schlitz, and the Rochester-based Genesee Brewing Co. Genesee's new owner, North American Breweries, wants to fix that not only by reminding consumers that the brand is still strong, but reaching out to a new younger generation of Genny drinkers with a marketing campaign early next year.Genny is just one of several older brands that NAB wants to boost, according to Peter Bodenham, its VP of marketing. Others include Seagram's Escapes, which NAB is licensing from Pernod Ricard USA; Genesee's line of Dundee craft beers; and Labatt USA, he says.
It's the first time many of these brands will have been marketed significantly in nearly a decade, Bodenham says. "Genesee is a brand that a lot of people want to see win. People have connections or have heard of the brand, but because of instability of ownership, especially in the last three to four years, we saw a brand that was at one point making 3 million barrels a year go to one-half million barrels per year."
Sales for Genesee and other beers manufactured by Rochester brewery High Falls have declined 1.5 percent year to date, in line with the rest of the beer industry, according to Advertising Age. To revive Genesee, NAB will not only have to battle that decline but convince consumers to choose it over rivals like Anheuser Busch InBev (BUD) and Molson Coors Brewing (TAP).
Bodenham did not disclose the cost of the campaign, which will include radio, online and in-store promotions, or describe details of the creative. NAB, owned by private-equity firm KPS Capital Partners LP, was created earlier this year when KPS purchased Genesee Brewing, Labatt USA, and the license for Seagram's Escapes.
The goal of the campaign will be to reinvigorate the brand in the states with highest loyalty to Genesee -- New York, Ohio, and Pennsylvania -- and then expand to other states in the region, such as Michigan, Bodenham says. The brewer also wants to reach younger drinkers, mostly men between 21 and 29. And the recession may boost a Genesee revival, Bodenham says, among consumers who want ecomomically priced American beers.
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Reader Comments (Page 1 of 9)
10-12-2009 @ 4:30PM
Bob said...
Ah, the Gennie screamers coming back to college students nationwide! Keep the charmin handy.
Reply
10-13-2009 @ 12:51PM
Hugh said...
I'd rather have the Gennie Screamers than the Budweiser morning after Icepick In The Temple headache. Speaking of Iron City: Bartender! Imp and Iron all around!
10-12-2009 @ 4:34PM
william said...
Cut the hell out of my fingers more than once I tell ya!!!
Reply
10-13-2009 @ 9:23AM
Ron said...
Hah-hah. I used to have to hide my fingers from my Mom at the breakfast table my senior year in high school!
10-12-2009 @ 4:39PM
Gary said...
Good to see those old-timers manking a well-deserved comeback! Anybody remember Carling Black Label, or Schmidt's form the midwest? Any of those oldies tasted a whole lot better than what's on the market today, they all taste like a mix of horse piss and Alka-seltzer!
Reply
10-12-2009 @ 6:56PM
cannotbelievethis said...
Blatz, yeah and Carling Black label, oh what were the other ones, Pabst, um.... um... UGH brain fart!
10-12-2009 @ 9:26PM
Doug said...
don't you mean Schlitz ?
10-13-2009 @ 9:52AM
Wish Belkin said...
Gary:
Schmidts of Philadelphia was a great beer.
"Schmidts is a dry beer
a mellow beer a hardy beer
blended into one beer
a light bright fun beer
Schmiiiiiiiiiiiiiidts! One beautiful beer."
10-13-2009 @ 11:49AM
jst1674 said...
Carling Black Label........ah those memories. "Hey Mabel, Black Label." That was the very first beer I ever tasted. I remember being a kid in the late 50'2, early 60's in the summer watching an Indians baseball game with my dad. He allowed me that first sip of beer, and I took advantage of that sip. Tasted so good. I remember Schmidts as well, tall boys of course while in college.
And while I don't care much for draft beer, Geny Creme Ale on draft is a mighty smooth beer!!
10-13-2009 @ 12:14PM
steve d said...
how about-steins, simon pure, iroqous ,horlachers........
10-13-2009 @ 1:36PM
bbwoof said...
Growing up in the late 40s and early 50s I do very well remember Carling's Black Label. I was about 10 or 11 when I first heard the jingle commercial. The whistle and then "Mabel, Black Label. Carling's Black Label..Carling's Black Label Beer."
10-14-2009 @ 1:53AM
john said...
how about schaeffer, reingold and ballentine
10-12-2009 @ 4:40PM
Stormy said...
I remember when a bunch of the taverns in my hometown had Genny Cream on draft. I loved the stuff. A few years ago I bought a case for old times sake - tasted weird. While I do think draft is better than cans, this was more than that - not sure if it was a changed formula, or my changed taste. I wish them well. I really like those small old school brewerys. They are the original micro-brewerys.
Reply
10-12-2009 @ 5:16PM
Carleton said...
I urge you to give Genny Cream Ale another try. I've rediscovered it and have been drinking it for months--one of the best pale ales there is, and low in price. The regular Genny is very good as well--and so is the light version. But the Cream Ale's the winner for me.
10-12-2009 @ 5:28PM
Carleton Kent said...
I hope you'll give Genny Cream another try. These days it tastes great; one of the best pale ales in the U.S., and maybe the world. And it's amazingly inexpensive.
10-13-2009 @ 9:52AM
Wish Belkin said...
You'd be amazed how bad Genny cream is in cans, when the stuff in glass bottles is so good.
Sadly, they don't make it in glass bottles any more.
It's no longer a world of men.
10-12-2009 @ 4:45PM
ertyuj said...
I REMEMBER FALSTAFF AND HAMMS. SOMETHING SHOULD STAY GONE.
Reply
10-12-2009 @ 4:59PM
Stormy said...
I remember Hamm's - had the bear on the can, right? But I remember it being an OK beer. Course in that era I didn't drink many beers I didn't like. Is Ranier still around. That was another one I liked. They didn't have it in my region but when I got out to WA & OR I'd pound it down.
10-12-2009 @ 6:27PM
jerome said...
Hamm's is still around. I bought a 12 pack of it this past summer. I tell you what, I would buy Hamm's before I would pay an arm and a leg for such rot gut like Miller Lite.
10-12-2009 @ 4:46PM
Jeff said...
I dream of someday being able to walk into a store here in Texas and grabbing a six pack of Genesee Cream Ale!
Reply