For the first time in over two years, Genesee Brewery opened its doors to the media.

Friday morning, employees showed off the newly-upgraded factory - thanks to $20 million in recent investments. Part of the upgrades include a new draft beer center that uses a robotic system to fill and move kegs.

The company also kicked off it's new campaign, "Made for the Trade," which celebrates current employees who have built successful careers at the brewery.

The idea for the campaign came following difficulties recruiting employees at the beginning of the pandemic.