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New packaging for the Genesee Brewing Co.’s Genny Light beer was unveiled Wednesday at the St. Paul Street brewery, along with a new character to be featured in advertising and promotional segments.
Officials installed a new vinyl banner with the design and graphics on one of the three outdoor tanks that promote the brewery’s three flagship beers. The banner is 55 feet wide and 43 feet high.
“We worked hard developing a new design that showcases our high quality, refreshing light beer,” brand manager Jason Drewniak said in a statement. “It’s a new era for our brewery, and we want our packaging to reflect that.”
Brewery officials introduced Genny Light’s No. 1 fan, Chet Hammerton, who will appear in ads and promotions.
The Genny Light packaging reached wholesalers and retailers this spring.
“We feel that the sharp new packaging will stand out on the shelves, and make an impact with consumers,” Drewniak said. “Across the board, Genny Light has already experienced a good sales lift.”
Genesee Brewing Co. is a subsidiary of North American Breweries Inc., a portfolio company of New York City private equity firm KPS Capital Partners LP.
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