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Brewery Expansion: New York Brewery to add canning line

The Genesee Brewery to Install 24-Ounce Can Production Line
$3.5 Million Investment Means New Jobs by Labor Day

ROCHESTER, NY – Next month, the Genesee Brewery will complete the installment of a new 24-ounce can production line. The brewery will immediately add 12 new positions to work the line, which will produce 24-ounce single-serve versions of Genesee, Genny Light, Genesee ICE, Genesee Cream Ale and The Original Honey Brown Lager.

The $3.5 million piece of equipment, which produces 300 cans per minute and more than 30,000 cases per day, provides opportunities for the Genesee Brewery to expand its product line-up in the c-store channel. “Our investment in a 24-ounce can production line opens many doors for the brewery. We now have the capabilities to produce one of the best selling products: single-serve cans and to further develop our relationships with contract brewing partners,” said Kenn Yartz, COO, North American Breweries.

The brewery is actively recruiting employees to fill the 12 new jobs, created by the addition of the new line. The new jobs mean that the brewery has added 65 people over the last year. “This is an exciting time for The Genesee Brewery. Our employees have worked hard to put Genny back on the map,” said Rich Lozyniak, CEO, North American Breweries. “With continued investment and strong marketing discipline, we’re seeing the results of our work.”

According to AC Nielsen data, single-serve containers account for more than 50 percent of beer unit sales in convenience stores. Retail sales of Genesee products are up more than 20 percent in that channel. The new products in single-serve 24-ounce cans are expected to spark additional growth for the Genesee family.

“This new line will help us perform even better in the c-store channel, providing our customers with a single-serve can,” said Jason Drewniak, brand manager for Genesee and Genny Light. “We also plan on introducing the 24-ounce can to grocery stores and other retailers, in order to take advantage of a strong customer interest in this product size.”

The Genesee Brewery is partnering with Rexam, one of the largest beverage can makers in the world, to manufacture all five of the 24-ounce cans. “We worked closely with the team at Genesee to support their move into this popular package and extend their reach in the convenience and grocery store channels,” said Andre Balbi, president and CEO, Rexam Beverage Can Americas. “This can is not only the best sustainability choice in terms of recycling superiority, but will stand out on retail shelves and serve an important role in helping further build the Genesee brand.”

Installation of the Genesee Brewery 24-ounce can line began in May, 2010 and the first run is set for mid-September. Consumers can expect the bigger version of their favorite beers in stores after October 1.

“Genesee and Genny Light have begun their comeback. This is another logical step toward expanding sales. We’re taking this product lineup into a growing industry trend – the single-serve can. And we’re confident beer drinkers will be thrilled to see their beloved Genny in more places and in a convenient pack size,” said Drewniak.

About The Genesee Brewery

The Genesee Brewery, based in Rochester, New York, is one of the largest and oldest continually operating breweries in the United States and is part of North American Breweries. The brewery makes the historic Genesee line of beers, Seagram’s Escapes, the Original Honey Brown Lager as well as Dundee Ales and Lagers family of craft beers. Additionally, through its Allied Brands division, the Genesee Brewery imports and markets Imperial Cerveza from Costa Rica. The Genesee Brewery also manufactures beer and other alcoholic and non-alcoholic beverages under contracts on behalf of other companies.

View and subscribe to news from The Genesee Brewery here: geneseebrewingcompany

About Rexam

Rexam’s vision is to be the best global consumer packaging company. We are one of the largest beverage can makers in the world, and a major global player in rigid plastic packaging. We are business partners to some of the world’s most famous and successful consumer brands as well as young, entrepreneurial start-ups. We offer a broad range of packaging services and solutions for different industries, using different materials and technologies.

Three things characterize us – leadership in our industry, our commitment to innovation and our passion to deliver exceptional value. Rexam’s sales from ongoing operations are approximately £4.6 billion. We employ some 22,000 people in more than 20 countries and are a member of the FTSE 100. Rexam’s ordinary shares are listed with the UK Listing Authority and trade on the London Stock Exchange under the symbol REX. For further information, visit Rexam’s website at www.rexam.com.