FIFCO USA invests US$28M in new canning line at Genesee Brewery

USA – FIFCO USA has unveiled a US$28 million investment in a state-of-the-art canning line at its Genesee Brewery facility in Rochester, New York.

This upgrade is set to enhance production capacity and packaging efficiency across key brands, including Genesee, Labatt USA, Seagram’s Escapes, and Lipton Hard Iced Tea.

The new canning line spans 78,000ft² within the brewery’s 27-acre campus and boasts an impressive output of 1,500 12oz cans per minute.

With this addition, the brewery’s annual production capacity is expected to exceed 15 million cases.

Designed for versatility, the line accommodates multiple can sizes, including 7.5oz, 12oz slim cans, and 16oz cans, offering greater flexibility in packaging options.

Beyond boosting efficiency, the project has contributed to job creation, with ten of the 57 new positions at the brewery over the past year directly linked to the new canning line.

The project received financial backing from New York State. Empire State Development provided a US$7 million capital grant, while the City of Rochester contributed US$300,000.

These investments are part of a broader US$50 million modernization initiative announced in 2024, which aims to ensure the brewery’s long-term sustainability.

FIFCO USA CEO Piotr Jurjewicz stated, “This investment reinforces our commitment to operating a sustainable, high-performing brewery in New York.

“The new canning line is the largest single investment from our US$50 million modernization plan and will significantly accelerate production while attracting additional contract manufacturing from out of state.”

As part of FIFCO USA, Genesee Brewery produces its flagship Genesee Value line, Genesee Specialty beers, and Seagram’s Escapes.

Additionally, it manufactures alcoholic and non-alcoholic beverages under contract for other companies.

Commitment to sustainability

The new canning line aligns with FIFCO USA’s ongoing sustainability efforts. In February last year, the company transitioned from plastic to eco-friendly ring carriers for its beer products.

These carriers, made from 50% post-consumer recycled (PCR) plastic, degrade under UV light exposure.

Genesee Brewery has incorporated these sustainable carriers into all six-packs of its 12oz and 16oz cans.

The carriers, manufactured by Hi-Cone, reflect the company’s long-term goal of introducing fully recyclable, compostable, or biodegradable alternatives by 2025.

Genesee Brewery Director Mike Duemmel emphasized, “We continuously seek ways to reduce our environmental footprint. Shifting to more sustainable packaging is a step forward, and we remain committed to innovative solutions that help us achieve zero-waste operations.”

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