More than just a beer, it’s a lifestyle.

CHALLENGE

Genesee Brewery is a household name in Rochester and upstate NY, offering over 19 locally brewed beers. FIFCO, Genesse’s marketing partner, planned to expand the brewery’s reach to a new audience, outside of the local Rochester market. Their goal was to upgrade Genesee Brewery’s presence across social media platforms. That’s why they came to us.

APPROACH

The average Instagram user spends 38 minutes per day viewing Reels, and Reels gain 22% more engagement than normal posts (AFFINCO, 2025). Our task was to make short Reels (under 30 seconds) that were relatable, often funny, and captured attention within the first few seconds to promote the brewery’s products. The Reels we created focused on the lifestyle and characteristics of the ideal consumer of Genesee Brewery’s beers, which differ beer-to-beer.

SOLUTION

To maintain a consistent creative direction and look, we partnered with FIFCO for an entire year (2025), collaborating on content ideas for eight different seasonal beers. Each one receives its own set of Reels and high-quality photographs for social media and website use. We are excited to continue working with Genessee Brewery through 2026.

RESULTS

Our posts led to increased social media engagement for the Genesee Brewery brand. The consistent high-quality content every two months throughout the year of 2025 which led to consistent brand awareness both in Rochester and beyond. Genesee Brewery reported increased sales throughout the year, and the Keg Tree Lighting event hosted on December 5th at the Genesee Brew House had a record-breaking turnout despite the persistent cold weather.