Company joins state leadership and industry partners in New York City to advocate for practical modernization, expanded market access and new opportunities for growth.
October 13, 2026 (Seneca Falls, NY) — Waterloo Container Co. is reinforcing its commitment to New York’s wine and craft beverage industries by taking an active role in the policy conversations that will help determine how producers reach consumers, enter new markets and grow in the years ahead.
Last month in New York City, Mark C. Pitifer, Marketing & Communications Administrator for Waterloo Container, was invited to participate as a panelist in A Modern Marketplace: The Future of Alcohol Policy in New York, joining New York State leadership, including Chelsea Davis, Secretary of Alcohol, Gaming and Cannabis, and other industry stakeholders for a high-level discussion about the future of the state’s beverage marketplace.
“For Waterloo Container, this conversation is about a simple but important priority: cutting red tape and helping our customers gain greater access to consumers, enter new markets and create new opportunities for growth,” said Mark C. Pitifer of Waterloo Container. “New York has an extraordinary wine and craft beverage community. We should be looking for practical, responsible ways to give those businesses more opportunities to compete and succeed.”
The discussion extended well beyond the often-debated issue of wine in grocery stores. Although that proposal was a centerpiece of the dialogue, the event brought policymakers and industry leaders together to consider what meaningful modernization could look like, where compromise may be possible, how different sectors can benefit, and how New York can update a regulatory structure whose foundations were established more than 90 years ago.
“The marketplace has changed, consumer expectations have changed, and the ways producers reach their customers continue to change,” Pitifer said. “The policies governing that marketplace have to be willing to evolve as well. Modernization should be thoughtful and balanced, but it should also recognize the realities facing businesses today.”
Waterloo Container’s participation also highlighted the broader economic impact of the wine and craft beverage industries. Modernization and expanded market access have the potential to create hundreds of jobs across the broader beverage economy – from wineries, breweries, distilleries and cideries to glass manufacturing, closures, cork, packaging, agriculture, transportation, distribution and retail. When producers grow, that growth ripples throughout the domestic supply chain and the communities it supports.
“New York wineries, craft beverage producers and retailers support an entire supply chain of domestic manufacturers, suppliers and businesses across the state and throughout the U.S.,” said Brian Brandstatter, President and CEO, Ardagh Glass Packaging-North America. “Expanding access to a broader range of products at grocery stores will create new growth opportunities throughout that supply chain. As a leading producer of glass bottles and jars made 100% in the U.S., Ardagh Glass Packaging is pleased to see Waterloo Container’s efforts in New York to support growth in this industry.”
Industry Partners Support Waterloo Container’s Advocacy
“At Vinventions/Nomacorc, we work closely with wineries across New York State to protect and elevate their wines, and we know firsthand that the health of local producers directly impacts the broader manufacturing and supply chain,” said Andre´s Belinsky, Chief Commercial Officer, Vinventions. “Modernizing New York’s alcohol laws to allow wine in grocery stores is a common-sense reform that will unlock essential market access for local wineries, expand consumer choice, and directly support upstate businesses and jobs. We applaud Waterloo Container for their leadership and proactive advocacy in championing policies that drive sustainable growth for the entire beverage community.”
“As a fellow small and medium-sized business, MA Silva Corks supports the sincere effort that Waterloo Container and its partners are making to ensure that the state’s local and domestic suppliers have the opportunity to shine,” said Nuno Silva, President of MA Silva. “New York has so much quality. It is time to take advantage of the opportunity for growth in the industry. We are glad to see Waterloo Container fighting for the growth of the industry.”
For nearly 50 years, Waterloo Container’s success has been directly connected to the success of the producers it serves. The company believes that connection makes it important to have a seat at the table when decisions affecting the future of its customers are being discussed.
“When our customers grow, introduce new products and reach new consumers, our entire industry benefits,” Pitifer said. “That is why Waterloo Container believes it is important to be in the room when these decisions are being discussed. We are not on the sidelines of this industry. We are part of the supply chain, and our future is tied directly to the future of the producers we serve.”
“Some form of modernization is coming, and Waterloo Container is proud to be part of the conversation,” Pitifer added. “We will continue advocating for practical policies that expand market access, encourage growth and create new opportunities for New York’s wine and craft beverage industries – and for the customers and communities that depend on their success.”
About Waterloo Container Co.
Waterloo Container Co., based in Seneca Falls, New York, is a family-owned packaging supplier serving wineries, breweries, distilleries, cideries and other beverage producers. For nearly 50 years, Waterloo Container has supported the wine and craft beverage industries with glass packaging, closures and related packaging solutions while remaining closely connected to the growth and success of its customers.
