Genesee Brewery Honors Community Heroes with 'Wall of G.O.A.T.s' Ceremony

The brewery celebrated its 75th anniversary of the Spring Bock beer with a special awards event.

Mar. 17, 2026 at 3:36am

Got story updates? Submit your updates here. ›

Genesee Brewery in Rochester, New York held a ceremony on Monday night to recognize 10 dedicated Genesee fans from across the country who make a positive impact in their communities. The event, called the 'Wall of G.O.A.T.s', coincided with the 75th anniversary of the brewery's Spring Bock beer, which features a goat on the can. The winners were added to a new 'Wall of Goats' display at the Genesee Brew House and received Genesee merchandise, including an exclusive 'GOAT Coat'.

Why it matters

The 'Wall of G.O.A.T.s' ceremony highlights Genesee Brewery's commitment to celebrating community heroes and its loyal fan base. In a time when many local businesses are struggling, Genesee is finding creative ways to engage with its customers and give back to the Rochester community.

The details

The 'Wall of G.O.A.T.s' award ceremony recognized 10 dedicated Genesee fans from across the nation who make a positive impact in their communities. The winners were selected by the brewery and added to a new 'Wall of Goats' display at the Genesee Brew House. In addition to the wall display, the winners received Genesee merchandise, including an exclusive 'GOAT Coat'.

  • The 'Wall of G.O.A.T.s' ceremony took place on Monday, March 17, 2026.
  • The event coincided with the 75th anniversary of Genesee's 'Spring Bock' beer.

The players

Chris Passamonte

A city school teacher and one of the winners of the 'Wall of G.O.A.T.s' award.

Jaime Polisoto

The brand director at Genesee Brewery.

Genesee Brewery

A brewery located in Rochester, New York that has been in operation for over 150 years.

Got photos? Submit your photos here. ›

What they’re saying

“I did not at all, no, I did not at all. And I looking at all the other people that were selected as the GOATs, there's some really amazing people here that do some amazing things and I'm honored to be in their company.”

— Chris Passamonte, City school teacher and 'Wall of G.O.A.T.s' award winner

“People have their parents here, have their children, have their neighbors and friends and they're so excited about it just to see their loved one get recognized in a way that, you know, means a lot to them.”

— Jaime Polisoto, Brand director at Genesee Brewery

What’s next

Genesee Brewery plans to continue the 'Wall of G.O.A.T.s' awards ceremony annually to recognize more community heroes and celebrate its loyal fan base.

The takeaway

Genesee Brewery's 'Wall of G.O.A.T.s' ceremony demonstrates how a local business can creatively engage with its community and celebrate the positive impact of its most dedicated customers. This event highlights the brewery's longstanding commitment to Rochester and its ability to adapt and thrive even in challenging times for the industry.