Genesee's iconic Cream Ale gets a new 'old school' look. Take a peek

Genesee's iconic Cream Ale is again getting a new look.

The beer's packaging was last overhauled in 2019 when Genesee Cream Ale received a new, more modern look. This time, more than three years later, the can's new design harkens to the height of Cream Ale's popularity across the nation.

The design appears to be more in line with the packaging of Genesee legacy classics - Genesee Beer and Genesee Light - which both received new labels and a new look in September. All three now feature a classic oval logo.

The new Cream Ale design is hitting shelves this week, according to brewery officials.

“Genesee Cream Ale recipe remains the same and has become the style standard,” said Jaime Polisoto, brand director for Genesee. “But now the packaging better connects to Genesee’s heritage and with a fresh, clean look.”

The new Cream Ale design bears a green oval on a white can and features the iconic Genny wheat stalk surrounding a large G, replacing a green label with classic script.

Polisoto described the new design as "an old school look that is authentic to the Genesee brand."

Originally conceived by brewmaster Clarence Geminn in 1960, the beer still features the original recipe. The beer is fermented cold like a traditional lager but with an ale yeast, creating a crisp finish and a touch of sweetness.

“At the time, Genesee Cream Ale was a completely new take on yellow beer,” said Polisoto. “People loved the taste and the story behind the brewery. It became an overnight success.”

The beer garnered 14 major awards, including multiple gold medals from the World Beer Cup, and for a six-year period in the 70s and 80s, Genesee Cream Ale was the best-selling domestically produced ale in the U.S.

"While the beer business has changed significantly over the last six decades, appreciation for a well-brewed beer remains,” said Polisoto. “We’re re-launching the brand with new packaging to introduce Genesee Cream Ale to the next generation of beer drinkers.”

Genesee, which opened in 1878 and remains New York state's oldest brewery, is fundamentally a regional brewery with a big emphasis on four states — New York, Massachusetts, Pennsylvania, and Ohio.

This article originally appeared on Rochester Democrat and Chronicle: Genesee Cream Ale gets a new 'old school' look. Take a peek