Genesee Brewing Company, which employs 600 in Rochester, New York, has named local shop Dixon Schwabl as agency of record.

New York's oldest brewery is part of North America Breweries, which announced last September that it will invest $40 million to create an Eco-Brewery District that includes a world-class brewery and beer destination at the Genesee operations.

Genesee Brewing Company

Genesee's brands include Genesee Bear, Genesee Light, Genesee Cream Ale, Genesee N.A., Genesee Ice and Genesee Brew House Pilot Batch.

“For our team, Genesee is far more than just a great new client. Genesee is a cornerstone of our region’s economy, a thread that runs through much of our state’s history and an emotional touchpoint for the millions of people who’ve enjoyed an ice-cold Genesee Beer across five generations. While every client win is important to us, this one is truly different," said Dixon Schwabl Managing Partner Kim Allen.

Allen pointed out that his agency has been raising glasses of Genesee beer to toaast client sucessess for many years.  "Now, we’re able to raise our glasses of Genesee in celebration of the opportunity to work with this great brand," Allen said.

“With the company poised for even more growth, Dixon Schwabl is the perfect public relations partner. Their deep, personal passion for Genesee was evident the minute they walked in the room, and their ability to effectively communicate the Genesee story in an engaging way will help us introduce the brand to a wide range of new audiences,” said Carrie Duggan, brand manager for Genesee.

Dixon Schwabl, founded in 1987, employs 20 and provides marketing, advertising, public relations, social and digital media, research, interactive and media placement services.