Entrepreneur’s Story: North American Breweries– September 06, 2018 by Randy Myeroff

In this installment of Entrepreneur’s Story, highlighting the journey of successful private companies and their leaders, we focus on Steve Brecher and Janine Schoos of North American Breweries located in Rochester, New York. Brecher and Schoos serve as devoted stewards of some of the nation’s most beloved adult-beverage brands, helping them flourish as they simultaneously innovate for the ‘next big thing.’
 
Below is an excerpt from their story featured in the spring 2018 issue of Taxonomics.

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For many years Genesee has been the quintessential, low-cost beer. In fact, it is one of the oldest-running breweries in the U.S. The challenge for North American Breweries is that it’s the kind of beer that has generally fallen out of favor in the wake of the rise of craft brews.
 
Meeting that challenge head-on is the task of Janine Schoos, associate brand director for Genesee.
 
“On the one hand, it’s challenging to have 139 years of customer perceptions to address,” says Schoos. “However, having a legacy brand that generations of people connect to offsets the challenges in the value brand segment. I get emails of family pictures; I get questions about memorabilia and, yes, people sometimes request old cans for their grandfather’s ashes. Genesee is special. It has a legacy that has been a part of families for generations. I am fortunate enough to hear the personal stories and all the times they’ve shared over a Genny.”
 
 Read the full story in Taxonomics to learn how this company is focused on the future while fully supportive of its past.

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