Genesee Seeking “Wall of GOATs” Inductees to Commemorate 75 Years of Spring Bock and Celebrate Unseen Grinders

Genesee Spring Bock Hits Shelves; Wall of Goats Nomination Portal Open

ROCHESTER, NY (January 20, 2026) — Genesee Specialty Spring Bock, the brewery’s longest running seasonal favorite, returns to shelves today for a 75th consecutive season. While Spring Bock fans may call the beer a “Greatest of All Time” (GOAT), Genesee believes the real GOATs are the people who show up every day, do the work, and rarely get recognized. So, in celebration of the 75th consecutive release of Genesee Specialty Spring Bock, the brand is introducing a Wall of GOATs that flips the script on “Greatest of All Time.”

“Genesee Spring Bock beer fans would tell you that it’s the Greatest of All Time—but we know that the true GOATs are the grinders who are hustling every day,” said Tiffany Bowman, Genesee Brand Manager. “With that in mind, we’re commemorating the 75th anniversary of Spring Bock with the launch of Genesee’s Wall of GOATs, a program designed to honor those who work hard every day, but rarely get recognized."

Inspired by the beer’s iconic goat mascot, Genesee’s Wall of GOAT’s program is seeking nominations for die-hard fans who are also the unseen grinders or behind-the-scenes MVPs who rarely get the acknowledged but deserve to be honored.

Genesee Wall of GOATS Nominations Being Accepted Now

The Wall of GOAT nomination portal is open now through February 16, 2026. Fans can visit geneseebeer.com/wall-of-goats to nominate a 21+ Genesee fan who is often “unseen” and deserves recognition for their commitment, dedication, and impact on the community and those around them.

Beginning March 1, 10 Wall of GOAT inductees will be featured through digital storytelling on the Genesee Brewery Instagram. The social campaign culminates with an induction ceremony at the Genesee Brew House on March 16, 2026—the 75th day of the year which ties back to the 75th anniversary of Spring Bock. The top 10 inductees will be featured on a Wall of GOATs installation at the Genesee Brew House and receive a bundle of Genesee-branded merchandise including a $75 Genesee Brew House gift card. For more information, visit geneseebeer.com/wall-of-goats.

About Genesee Brewing Company

Established in 1878, the Genesee Brewing Company is part of FIFCO USA and is New York State's oldest brewery. Based in Rochester, New York, the brewery makes the iconic Genesee Beer line, including Genesee Beer, Light, Cream Ale, and seasonal favorites like Spring Bock. For more information on the brand and to find Spring Bock near you, visit geneseebeer.com.