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The $3.5 million equipment investment will produce 24-ounce single-serve versions of Genesee, Genny Light, Genesee Ice, Genesee Cream Ale and The Original Honey Brown Lager at speeds up to 300 cans per minute and more than 30,000 cases a day, the company said.
“Our investment in a 24-ounce can production line opens many doors for the brewery,” said Kenn Yartz, chief operating officer of North American Breweries, which owns The Genesee Brewery, in a statement. “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.”
The company began installing the line in May, and the first run is scheduled to begin in mid-September. Genesee Brewery’s line of 24-ounce cans should be available in stores after Oct. 1, the company said. The company is partnering with London-based Rexam PLC to manufacture its five varieties of 24-ounce cans.
Genesee Brewery also is looking to capitalize on its improving convenience store sales, which are up more than 20 percent, it said.
“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,” said Jason Drewniak, brand manager for Genesee and Genny Light, in a statement.