Driving through Kalamazoo I can’t help but notice the billboards that creep around town and breed. They spawn clusters of baby billboards and before you know it every square inch of boring natural imagery is obliterated by a billboard. On these billboards is a new ad campaign for of all things, now, hold on to your butts… Genesee Beer.

For those that aren’t laughing right now, you have no idea the inside joke that is Genesee Beer. I grew up in Upstate New York and one of the little breweries nearby was one in Rochester. The plant was located on the Genesee River and sucked up water, brewed beer, and just a touch downriver it would dump its waste back into the river. Genesee is cheap beer. What’s more, it’s got a funny “Andy” story attached to it. When I was very very young I used to retain gas and end up crying a lot and being rather fussy about it. My father, who at the time enjoyed Genesee Beer was trying to rock me to sleep and I was just having none of it. So he gave me just a little sip of Genesee Cream Ale. Down it went. The massive quantity of bubbles (for a little babies body, it did the trick) helped bring on a burp, and then that was that. Problem solved. Now every time I see an ad or a case of Genesee Beer I’m half tempted to buy some and enjoy it.

Now, for you Michiganders who might waddle into Genesee Beer, you should know, it’s profoundly low-brow. If you are okay with that, knock your socks off.

Genesee Beer. Indeed. 🙂