Canada's last major domestically owned brewery has survived fire, Prohibition, an explosion and competitors 100 times its size. Its current playbook is less romantic: listen to the can buyer, turn heritage into distribution, and know which sacred objects to retire.
Inside FIFCO USA, Genesee's red-eye cans share a production system with hard tea, fruit-flavored drinks and contract brands. The portfolio changes with taste; the Rochester machinery is built to keep moving.