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New brewery chief: All about growth

Rochester, N.Y.Hes known as a marketing man. Hes also the one wholl be tasked with reviving business at the Genesee Brewery and throughout North American Breweries business.

Ive been leading businesses and building brands for almost 25 years, said Kris Sirchio, new Chief Executive Officer for NAB, owner of the Genesee Brewery.

A total of 550 people are employed by NAB in Rochester, according to the company. NAB makes Genesee, Dundee, Imperial, and certain Seagrams products, among other product lines.

Weve got phenomenal heritage beers, stated Sirchio, a former Global Marketing officer with Brown-Forman, a manufacturer and marketer of Jack Daniels.

North American Breweries, LLC was sold by KPS Capital Partners to Cerveceria Costa Rica, S.A., a subsidiary of Florida Ice & Farm in 2012.

I think hes the right guy for the job, said Kenn Yartz, a brewery worker of seven years.

Sirchio is from Michigan, though he has business building experience overseas from his work at Proctor and Gamble and more recently, Brown-Forman.

Teamsters Local 118 is the union that represents 350 of the breweries workers.

"Our products are suffering and we need new life breathed into the product, said Paul Markwitz, union president.

When asked if that meant NAB could seek to grow internationally, he emphasized growth across the U.S., including Rochester.

Union president Paul Markwitz said that global experience wont hurt.

I think he's uniquely qualified in understanding this industry in the way its transformed into a global business, said Markwitz.

 
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