FIFCO USA Unveils $28M Can Line at the Genesee Brewery

New Line Produces 1,500 Cans Per Minute Generating 15M+ Cases of Supplemental Brewery Production Annually 

ROCHESTER, NY ., March 20, 2025 – FIFCO USA, parent company of the Genesee Brewery, celebrated the unveiling of its new $28 million can line today with a ribbon-cutting ceremony. The state-of-the-art line increases production capacity and creates packaging efficiency for flagship brands, including Genesee, Labatt USA, Seagram’s Escapes, and Lipton Hard Iced Tea. With a goal of modernizing and ensuring future sustainability of the brewery, the new can line is an integral phase of the $50 million investment announced in 2024. Additionally, the line directly supports 10 of the 57 newly created jobs at the brewery added over the last year.

“We are thrilled to make this announcement which highlights the brewery’s commitment to maintaining a sustainable, high-performing brewery in New York State,” said Piotr Jurjewicz, CEO of FIFCO USA. “The new can line represents the largest single investment from the $50 million modernization 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.”

Occupying 78 thousand sq. ft. of the brewery’s roughly 27-acre campus, the new can line is now a centerpiece for productivity at the facility. Designed for high efficiency, the advanced line runs 1,500 12 oz. cans per minute, significantly boosting production capacity to 15 million+ cases per year on the new line alone. The versatile line can also produce and pack varying pack sizes of 7.5 oz. cans, 12 oz. slim cans, and 16 oz. cans.

Last year, New York State announced a $7 million capital grant through Empire State Development to support the project while the City of Rochester provided a $300 thousand grant which are included in the overall $50 million figure.

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.”

“For more than 125 years, the Genesee Brewery has been a cornerstone of Rochester’s economy and community,” said Rochester Mayor Malik D. Evans. “Continued investments by FIFCO USA, supported by New York State and the City of Rochester, reflect our shared commitment to driving innovation and ensuring that Genesee remains a source of pride for generations to come. By strengthening the brewery’s future, we are also reinforcing Rochester’s position as a leader in the beverage industry.”

“We are in a highly competitive landscape so strengthening our capabilities and maintaining a sustainable, high-performing brewery is essential,” said Jurjewicz. “Speaking on behalf of our more than 750 dedicated employees across the U.S., we sincerely appreciate the ongoing support from state and local government in making this achievement possible.” 

Over the past 15 years, the Genesee Brewery has invested $250 million in modernization and upgrades, including the installation of a state-of-the-art brewing system in 2018. The can line project marks the next phase of the company’s plan to modernize the brewery and strengthen its position for long-term growth in a competitive industry.

About FIFCO USA

FIFCO USA, headquartered in Rochester, New York, is among the top brewers in the U.S. FIFCO USA’s portfolio includes Seagram’s Escapes, Lipton Hard Iced Tea, Labatt USA and Genesee Brewing Company. FIFCO USA also brews beer and alcoholic beverages on behalf of other companies. For more information: https://www.fifcousa.com/