Genesee Beer Unveils Refreshed Packaging Across Core Portfolio

Rochester, NY (May 4, 2026) – Founded in 1878, Genesee Brewery—New York State’s oldest—has introduced a refreshed look across its core beer portfolio. Developed in partnership with New York City–based creative studio Sister Mary, the updated packaging delivers a sharp, cohesive look to honor the grit, pride, and long-standing legacy that defines the Genesee brand.

“Genesee means a lot to Rochesterians and to the people across the Northeast who grew up with the brand,” said Jaime Polisoto, Genesee brand director. “This packaging evolution builds on that deep loyalty while inviting a broader audience in—delivering a look that’s more modern and confident, yet still unmistakably Genesee. We’ve elevated the brand without losing the accessibility and value our fans count on, especially as today’s consumers become more price conscious.”

Sister Mary explored nearly 150 years of archives to rediscover what makes Genesee, Genesee. The result: “Behind the Seen”—a design approach that shines a light on the brewers, workers, and everyday fans who’ve built the brand over generations.

The refresh puts Genesee’s most recognizable elements front and center, including the iconic “red eye,” classic typography, and heritage details—now sharper, bolder, and easier to spot. A refreshed logo, refined symbols, and added storytelling touches—like brewer’s notes and illustrations of the brewery—bring a stronger sense of character and authenticity to every can and pack.

“The design balances bold restraint with rich detail,” said Leigh Chandler, Sister Mary creative director. “From afar it’s confident and unmistakable; up close, it reveals the story behind the beer.”

The new Genesee beer primary and secondary packs are rolling out now at retail and convenience stores across the Northeast.

About Genesee Brewing Company

Established in 1878, the Genesee Brewing Company is a 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 many seasonal favorites. For more information on the brand and to find Genny beer near you, visit geneseebeer.com