Genny Light's 'Number One Fan' Chet Hammerton Visits Brewery as the Beer Unveils New 'Image'

Fictitious character Chet Hammerton is part of a multi-media campaign to boost Genny Light sales

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Jun 03, 2010, 01:52 ET

ROCHESTER, N.Y., June 3 /PRNewswire/ -- Meet Chet Hammerton, the new guy in town. He's Genny Light's number one fan and the focus of the beer's new campaign that recently launched. He's always dreamed of traveling to The Genesee Brewery to visit the home of his beloved Genny Light. Chet's dream became reality today.

(Photo: http://photos.prnewswire.com/prnh/20100603/NY15297)

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The timing of Chet's first visit was impeccable. Today, there was a changing of the guard on one of "The World's Largest Beers" – or three 35,862,784 ounce tanks that carry the look of The Genesee Brewery's flagship beers. The brewery unveiled its revamped image for Genny Light, installing a new vinyl banner bearing the updated packaging graphics.

"We worked hard developing a new design that showcases our high quality, refreshing light beer," said Jason Drewniak, brand manager for Genesee. "It's a new era for our brewery, and we want our packaging to reflect that."

Chet Hammerton appears in radio ads and other promotional activities for Genny Light. The beer's new image and campaign represent a renewed commitment by The Genesee Brewery to support its products. The efforts come as part of a significant marketing investment being made by the brewery's parent company, North American Breweries.

The highlight of Chet's trip was seeing the new, larger-than-life Genny Light "can" outside the brewery for the first time.

"That tank is a thing of beauty," said Hammerton. "It basically looks like a huge Genny Light. I just wish I was big enough to pick it up. I mean seriously, if I was a Giant I'd drink that thing."

The new-look Genny Light packaging reached wholesalers this Spring, then hit retail shelves around the country.

"We feel that the sharp new packaging will stand out on the shelves, and make an impact with consumers," said Drewniak. "Across the board, Genny Light has already experienced a good sales lift. We've focused on building our distribution, and increasing the beer's availability. Chet Hammerton will help us grab the attention of those consumers and make them aware that Genny Light is a refreshing light beer at an affordable price."

Please drink responsibly.

SOURCE Genesee Brewing Company