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Genesee to sell Upper Canada brands in U.S.

The Genesee Brewing Co.'s HighFalls Brewing Co. unit has signed a letter of intent with the Upper Canada Brewing Co. to test market the Canadian company's brands in portions of six states. Upper Canada said that it has terminated previous importing arrangements and will begin its venture with Genesee in late August.

Two brands will be tested initially-Upper Canada Lager and Rebellion Ale. If sales and distribution goals are met, the two breweries expect to enter into a formal pact for the full rollout of Upper Canada brands in Genesee's HighFalls marketing area during 1997.

"Our partnership with Upper Canada Brewing Co. is a strategic step in the continuing development of our HighFalls Division," said John L. Wehle, Jr., Genesee chairman, president and CEO. "Upper Canada is justifiably proud of the high quality of the products. We believe that they have strong appeal in the growing U.S. craft beer market."

Toronto-based Upper Canada said that the arrangement would bring its brands "into a strong growing portfolio of premium specialty beer brands."

The HighFalls unit was developed by Genesee last year to market its craft brews. HighFalls now distributes beer in 30 states, with full national distribution expected by mid-1997.
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Title Annotation:Genesee Brewing Co.; Upper Canada Brewing Co.
Publication:Modern Brewery Age
Date:Aug 12, 1996
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