I wrote a story out today on Genny Light beer. Well, Jason Drewniak, brand manager for Genny Light at North American Breweries has some comments. He points out that Genny Light was launched in 1978
and that the new campaign, featuring the fictive Chet Hammerton character is the first major advertising campaign for Genny Light in over 10 years. Drewniak says the brand needed an advertising
idea to connect with the 29 year old male beer drinker and asked Portland, Maine-based VIA Group to create a concept. "We wanted a 360 degree marketing campaign that highlighted a carefree and honest
personality that resonated with a beer drinker who desires a good beer at an affordable price. Chet Hammerton is a blue-collar, off-beat philosopher whose love of life and Genny Light is intended to
entertain our targeted beer drinkers." He says that while New York, Ohio, Pennsylvania, as well as Michigan and Vermont are core states, North American Breweries – the parent of the Genesee
Brewing Company – has sales and wholesaler coverage in all 50 states. "Therefore there is a lot of potential for Genny Light in the future," says Drewniak. He says that the Mid-Atlantic and
Southeast US regions particularly strong growth areas.