High Falls Investment

New owners to invest $10 million in upgrade

North American Breweries is investing $10 million into High Falls Brewing and returning the name back to the original Genesee Brewery.

NAB plans to upgrade brewery equipment and invest in sales and marketing. The company has already hired a public relations firm and hired field sales staff.

The Genesee Brewing Company, based in Rochester, New York, is one of the largest and oldest continually operating breweries in the United States. The brewery makes the Genesee line of brands, Seagram’s Escapes, as well as Dundee Ales and Lagers family of brands. Additionally, through its Allied Brands division, the Genesee Brewing Company is distributor of several imports including Steinlager from New Zealand, Toohey’s New from Australia and Thwaites from the U.K. The brewery also brews beer under contracts on behalf of other companies.

North American Breweries recently acquired High Falls Brewing and Labatt USA. The Genesee Brewery became High Falls in 2000 after a management buyout.