White and orange text on a black background
The Genesee Brewing Company, which was established in 1878, held a promotion for its light beer via the "Boo-ster" campaign during the Halloween season in 1991. Partnering with McCadam Distributing, the brewery’s mission was to raise money towards research for cystic fibrosis through both customer donations and portions of it's "Genny Light" beer sales. Vendors of the beer were given Halloween-themed displays and cards by McCadam Distributing to sell to customers for a minimum $1.00 donation which they could write their name on and have displayed on the walls of the bar or store where they made their contribution. These donations plus .10 from the sale of every case of Genny Light sold during the promotion were given to the Cystic Fibrosis Foundation towards research while the beer’s retailers earned free t-shirts and a chance to win a Florida vacation.
Genesee Brewing Company. (2019). Retrieved from https://www.geneseebeer.com/
Selkirk, Kirby. (1991, August 25). Spotlight on business, McCadam charity. Press-Republican, p. 33. Retrieved from http://nyshistoricnewspapers.org/lccn/sn88074101/1991-08-25/ed-1/seq-33/...