When you drive past the Genesee Brewery on St. Paul Street, you will notice the beer tanks outside now look like the cans of beer that the tank holds.

Genesee Brewery took the artwork already on their cans and put them onto vinyl graphics that now wrap around the tanks.

Those tanks store almost 36 million ounces of Genesee, Genny Light and Genesee Cream Ale Beer.

The installation is part of the new leadership's effort to promote the brand.

"We have new ownership, new leadership as of 2009 and that new ownership and new leadership is been a bigger commitment to the brewery, the employees, to the brand and city of Rochester. In July, we turned our Genesee Beer and sign on. So the lights are on, very symbolic. So we wanted to do something similar at the end of the year that was symbolic as well," said Jason Drewniak, Genesee Beer brand manager.

Genesee Brewery plans to keep the banners up for a few years.

Leaders say keep your eyes open for the next big idea.

Genesee Brewing Co.