Genesee Brewery's Union-Made Hazy IPA recognizes workers

Veronica Ocasio has worked in packaging at the Genesee Brewery in Rochester for 18 years.

With the soon-to-be-released Genesee Brewers Series Union-Made Hazy IPA, the work she and the 300 unionized workers at the brewery do every day are being saluted.

Or, this case, toasted, as many Rochester union leaders, Rochester Mayor Malik Evans and Monroe County Executive Adam Bello called for at a press conference Tuesday announcing the new beer and bringing attention to the need for workers to fill jobs in the skilled trades and manufacturing.

“It’s great,” Ocasio said Tuesday − both the job and the new beer.

A limited number of four-packs will be available in stores and at the Genesee Brew House in early November.

The number of jobs available for skilled workers in the trades, however, is not limited as there is a shortage, according to Tim Barbeto, president of Local Teamsters 118, and his sentiment was echoed by other union leaders.

The trades offer workers jobs with good wages and benefits, according to Grant Malone, president of the Rochester Building and Trades Council.

The brewery has been highlighting its employees as part of its Made for the Trade campaign to draw attention to the jobs available. The colorful Union-Made can itself also depicts workers pouring hops, painting on a scaffold and hammering, symbolic of the craftsmanship that goes into making a Genny beer.

“These are the jobs that provide meaningful careers,” said Mary Beth Popp, vice president of corporate and brand communications at FIFCO USA, Genesee’s parent company.

The example demonstrated by Genesee Brewery and its message in not only employing union workers but collaborating with them – the idea for Union-Made came about after a chat with workers in a conference room − comes through.

“This is so important in our environment today,” Malone said.

Besides the people who make and market the beer, warehouse and packaging operators, maintenance technicians and tradespersons, industrial cleaners and transport drivers all have a hand in bringing Genesee products to your glass.

“We all work together,” said Shawn Shartran, who is among the team of workers that helped can and package Union-Made early Tuesday morning. “It’s like a family.”

About Genesee's Union-Made Hazy IPA

Genesee Brewmaster Matt James said the IPA style was next up on the list of beers to be part of the Genesee Brewers Series. Brewers make the beer they enjoy drinking but don't often get to make in the larger brewery in this series.

Last October, Genesee released an imperial stout as part of the series. Earlier this year Genesee released its Helles Lager.

The IPA is next up.

“It just kind of fell in place,” James said.

A team of brewers compiled a list of ingredients they wanted to try, such as Wai-iti and Mosaic hops, and several small-batch trials were conducted before deciding on the winning recipe.

While some IPAs can be on the bitter side, the intent here was to make Union-Made drinkable and refreshing.

“A little less bitterness so it’s an easy-to-drink beer and a little more aroma,” James said. “It’s more sessionable.”

Get ready for Genesee Citrus Pils

In addition to the arrival of Union-Made Hazy IPA, Genesee is bringing another reason to look forward to November.

Genesee’s Citrus Pils will be available in 12 packs of 12-ounce cans in stores and the Genesee Brew House the first week of November.

The “Genesee for ‘23” campaign promoted a crowd-sourced approach to choosing the next Genesee specialty beer, and 10,500 votes were counted. In addition to the months long voting campaign, consumers took to Genesee’s social media channels to solve the mystery of what the winning flavor would be.

Aptly named after the winning flavor profile, winter citrus, Citrus Pils is a pilsner-style ale that delivers bright flavors of tangerine and lime.

Citrus Pils will sit on the Genesee Specialty line next to fan favorite Ruby Red Kolsch, said Tiffany Benning, brand manager.

“Citrus Pils is kind of like the winter cousin of Ruby Red,” Benning stated.

This article originally appeared on MPNnow: Genesee Brewery's Union-Made Hazy IPA recognizes workers