Gather 'round the 23ft keg tree

Providing an awesome alternative to an overpriced fir, the crew at Genesee Brewing recently unveiled their soaring, sudsy beer keg tree. The two-story marvel took 300 kegs and nearly a month to construct, but thanks to the dedication of 20 hired hands, the Beermas tree is now taking up residence at the brewery's Rochester homebase. Obviously they decked the thing out in LED lights, with a rotating neon Genesee sign perched at the top. (Stars are for losers anyway.) Gaze upon its splendor in the Twitter pics below, perhaps while sipping one of Genesee's tallboys.

Kristin Hunt is a Food/Drink staff writer for Thrillist. She never made it out to Genesee Brewing while she was in college in upstate NY, but she likes their holiday spirit. Follow her at @kristin_hunt.