Tis the season in Rochester and Genesee Brewery celebrated with its fifth annual keg lighting.
The three-story, 520-keg tree will be on display throughout the holiday season, but the Friday night festivities were the highlight.
"Our keg tree has become somewhat of a holiday landmark in Rochester, so we know that people are going to come in masses on December 7 to see it lit," said keg tree creator Mike Gaessar in a press release. "That's why from food and beer to fun, we're prepared for a huge party."
Lights on the tree were choreographed with several songs, including classics like "It's the Most Wonderful Time of the Year" and new hits like "Let it Snow."
The whole area is twinkling too — the keg tree, High Falls Terrace Park, High Falls and the Pont de Rennes Bridge will have more than 30,000 lights combined.
New this year is a buy-a-wreath, give-a-wreath donation drive. Members of the Greentopia's Green Visions program will be at the lighting ceremony, handcrafting wreaths for purchase. For each wreath bought, one will be donated to a community member to help make their home a little merrier this winter.
"Keg tree is always one of our biggest events with a huge turnout," said Janine Schoos, associate brand director for Genesee, in a press release. "This get one, give one wreath program is a perfect opportunity for us to channel all of that excitement into something meaningful for our community."
Brand new for the event is the Keg Tree Ale — a cinnamon cream ale. Brewery officials say Genesee drinkers can expect a holiday twist on their traditional cream ale with the introduction of a smooth cinnamon flavor.