$10 Million Investment Seeks to Return Genesee Brewery to its Glory Days ROCHESTER, NY (WXXI) - The parent company of High Falls Brewery is committing $10 million into the turnaround of the local brewery. It's part of a plan to return the company to the "glory days" of The Genesee Brewing Company.

North American Breweries is designating the money for a variety of upgrades and repairs to the plants equipment.

North American Breweries is a platform created by KPS Capital Partners, which purchased High Falls last February.

CEO Rich Lozyniak is confident of the company's future, in part, because of its workforce. He says the good force is a good, positive culture that serves as a building block for the company.

Lozyniak points out that the High Falls sales staff has increased 44 percent, thanks to the merger of the sales and marketing departments of Labatt USA and High Falls. KPS Capital also acquired the rights to Labatt USA last February.

Lozyniak says says High Falls beers consistently win blind taste tests, but acknowledges that perceptions need to change.

The company estimates that the upgrades and repairs will save High Falls more than $1 million a-year on water and electricity costs.

High Falls has begun making the transition to its original name of The Genesee Brewing Company, though High Falls remains the legal name. © Copyright 2009, WXXI