Genesee Brewing Company is an American brewery located along the Genesee River in Rochester, New York. In 1878 Genesee Brewing Company moved up into Rochester From 2000 to 2009, the company was known as the High Falls Brewing Company. In 2009, High Falls was acquired by the capital investment firm KPS Capital. Together with also newly acquired Labatt USA, KPS merged the two companies as North American Breweries. Along with this change, High Falls Brewery changed its name back to the original "Genesee Brewing Company" operating under the North American Breweries name.