FIFCO USA? That’s the new name of Genesee Brewery’s parent company [Video]

ROCHESTER, NY — If you live in Upstate New York, you may just think of it as Genesee, or Genny.

But the brewery just north of downtown Rochester, the oldest in New York state, is part of a corporate family that has its world headquarters in Costa Rica. That parent company is called FIFCO, or Florida Ice & Farm Co., best known as the brewer of the popular Central American beer, Cerveza Imperial.

Now, the company is rebranding its American operations to, in its words, “better align” itself with its international corporate identity and ideals. It also comes as the company is launching what it calls new and “innovative” product lines.

FIFCO USA is the new name of the company’s Rochester-based American division,  which was formerly known as North American Breweries. FIFCO bought North American Breweries, and with it, Genesee, in 2012. (Note: Genesee Brewery is not changing its name).

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