FIFCO USA, the parent company of Genesee Brewery, marked the grand opening of its new $28 million can line with a ribbon-cutting ceremony. This cutting-edge addition enhances production capacity and streamlines packaging for top brands such as Genesee, Labatt USA, Seagram's Escapes, and Lipton Hard Iced Tea.
Image Source:Â Greater Rochester Chamber / X
Spanning 78,000 square feet on Genesee Brewery's expansive 27-acre campus, the new can line has become a focal point of productivity. Engineered for maximum efficiency, it operates at an impressive rate of 1,500 12 oz. cans per minute, elevating production capacity to over 15 million cases annually. The versatile system also accommodates a range of packaging sizes, including 7.5 oz. cans, 12 oz. slim cans, and 16 oz. cans.
"We are thrilled to make this announcement which highlights the brewery's commitment to maintaining a sustainable, high-performing brewery in New York State. The new can line represents the largest single investment from the $50 million modernisation initiative announced last year. It will enable the brewery to produce at a much faster rate, supporting our brands while attracting additional contract manufacturing from out of state," said Piotr Jurjewicz, CEO of FIFCO USA.
As part of the company's $50 million investment announced in 2024, the can line is crucial in modernising operations and supporting the brewery's long-term sustainability goals. It also contributes to job growth, directly accounting for 10 of the 57 new positions created at the brewery over the past year.
Support for the project included a $7 million capital grant from New York State through Empire State Development, alongside a $300,000 grant from the City of Rochester. These contributions are part of the brewery's broader $50 million investment announced in 2024.
Over the last 15 years, Genesee Brewery has invested $250 million in modernisation and upgrades, highlighted by the installation of a state-of-the-art brewing system in 2018. The new can line project represents the latest step in the company's ongoing efforts to modernise its operations and enhance its competitive edge, positioning the brewery for sustained growth in the industry.
Empire State Development President, CEO and Commissioner Hope Knight said, "The Genesee Brewery is a Rochester icon, and our investment in this significant expansion is already brewing top-quality job opportunities in the Finger Lakes region. New York's beverage industry continues to thrive thanks to Governor Hochul and to the commitment of companies like FIFCO USA that are dedicated to growing their highly skilled workforces and fueling economic growth statewide."
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