Expanded canning capabilities and equipment designed to handle flavored malt beverages and non-traditional beer products have turned the Rochester facility into a multiuse beverage platform. Ellen Taberski, FIFCO USA vice president of growth and strategyTaberski says last year FIFCO USA received 70 inquiries about potential partnerships. And while contract work helps the bottom line, it doesn’t build long-term brand equity for Genesee beer itself. Pepsi brings brand recognition; FIFCO USA brings production expertise and a facility capable of handling complexity at scale. “Developing that part of their portfolio, it does have some validity when you think about the future of beverage alcohol,” Williams says.