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New Seasonal Brands And Expansion Of Dragon’s Milk Stout

HOLLAND, Mich. — New Holland Brewing Company, West Michigan-based craft brewer and distiller, is kicking off 2019 with the announcement of two new seasonal brands and an addition to the Dragon’s Milk™  brand family.

“We are excited about our new line-up that focuses on innovative recipes that we feel are really going to strike a chord with our customers,” said Joel Petersen, Vice President of Beer Sales. “We know consumers continue to look for brands that push the envelope for what beer can be, and our production team has responded with some outstanding recipes this year – much like our Tangerine Space Machine we introduced last year, which became our #1 draft brand in Michigan in 2018.”

Dragon’s Milk fans can look forward to a delicious new Dragon’s Milk brand extension in a 12oz can to be released February 2019. The new addition to the Dragon’s Milk family builds upon the stout’s bold new branding and #ShareALegend campaign, which can be seen at DragonsMilk.com.

new holland

2019 New Holland Brewing Company Beer Lineup

“This announcement will be an exciting one for our team as we work to expand the Dragon’s Milk brand and initiative with a delicious new beer, inspired by the best-selling barrel aged stout. This new variety will be the first 2019 addition to our core lineup and will be available nationwide,” said Brett Vanderkamp, President and Co-Founder of New Holland. “New Holland will continue to release four Dragon’s Milk Reserve brands throughout the year.”

The first new seasonal offering is a Kombucha IPA, releasing in late February of 2019. This IPA combines the refreshing fruit forward flavor of a citra hopped IPA with the tartness and spiciness of a lemon and ginger Kombucha. As soon as the can is opened, consumers will be met with flavors of fresh ginger, tart acidity, tropical fruits and citrus.

The second new offering is “Cerveza con Limón,” a Mexican-style lager. The ideal summer beverage, releasing in July 2019, is light, crisp and refreshing featuring natural lemon and lime peel.

“To our knowledge, our Kombucha IPA is the first IPA of its kind and we are incredibly optimistic about the response it will get from our consumers,” said Petersen. “Both of our new seasonal offerings will be available in the Mid-West and other select states. In addition to these exciting new varieties, we are also shifting our popular Passion Blaster Rose Ale from a seasonal brew to a year-round offering due to its popularity in 2018.”

The 2019 sour lineup will continue with 4 brands, releasing individually throughout the year. Three of which will showcase fruits such as Concord Grape, Mango, and Plum.  As always, New Holland expects to maintain some flexibility in its lineup throughout the year, and encourages consumers to follow along for additional announcements on Facebook and Instagram.

 

New Holland Brewing, set to celebrate their 20th anniversary, announces today its 2017 brewing calendar and new additions to its year-round lineup. 2017 will focus on expanding distribution of New Holland Brewing’s core beer lineup including Dragon’s Milk Bourbon Barrel Stout, Mad Hatter Midwest IPA, The Poet Oatmeal Stout, and Hoptronix Double IPA, while bringing fresh, new core items to market and continuing to build on an already strong Dragon’s Milk Reserve program.

“As we sneak up on 20 years in the craft brewing business, it’s hard not to sit back and reflect for a minute or two. It’s a worthwhile endeavor to look back at where you started, what you learned and who joined you on the adventure,” said Brett VanderKamp, Co-founder and President. “That includes reflecting on our beers too, we’re looking closely at the brands where we want to accomplish more vs. where we want to try something new.”

The New Holland Brewing lineup is focused on five categories, listed here with notable highlights:

  • Core:
    • Here, you will find the addition of Hoptronix Double IPA and Lost Dune Golden Ale. Released in 2016 as a Summer Seasonal, Lost Dune struck a cord with consumers thanks to its subtle blueberry and coriander flavors that reflect the beauty of Michigan’s gorgeous Left Coast.
  • Seasonal
    • Tasmanian Hatter, a galaxy-hopped IPA and recent member of the Hatter Family of beers will distribute as a Summer Seasonal with placements from May – July. New Holland will also introduce a 5th Seasonal, a Belgian Dubbel out Oct – Nov, set to feature cranberry notes.
  • Dragon’s Milk Reserves
    • Released quarterly, four Dragon’s Milk Reserves will follow the footsteps of 2016 releases. These variants pair the flavors and complexity of Dragon’s Milk with complementary, new flavor combinations or barrel-aging techniques. New Holland’s first quarter Reserve, releasing in January, will be Dragon’s Milk Reserve: Triple Mash, known for it’s intense flavor and ABV.
  • Sour
    • The sour lineup kicks off in January with our classic sour ale, Blue Sunday. This year’s iteration of Incorrigible Reserve will feature Mango & Pineapple.
  • Limited
    • A new limited beer, a honey porter in style, will be presented in September.

“On the whole, we are looking to 2017 as a renewed commitment to fresh, innovative ideas, while using our twenty years of experience to make smart decisions and brew killer beers,” VanderKamp continued. “Two decades of beer is pretty special and we’re excited for our offerings, both new and old.”

new holland

New Holland Brewing

New Holland Brewing Company announced on December 15 that they are entering into a “long-term partnership agreement” with Pabst Brewing Company that will “focus on the national distribution and sales of New Holland’s full portfolio of beer.” Effective first quarter 2017, Pabst will manage New Holland’s wholesale network to help New Holland “accelerate growth and drive success at the shelf.” This rather unprecedented relationship, of course, prompted interest and questions.

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Brett VanderKamp and Fred Bueltmann

Brett VanderKamp, founder and president of New Holland, is transparent about the decision, explaining why he believes New Holland and Pabst are good for each other. After a proven track record of 20 years, New Holland is a “well groomed and well healed” brewery of modest size that has the white space to grow at a pace appropriate for an opportunity for Pabst to acclimate into the American craft beer segment. “From a portfolio perspective, this partnership adds a well-rounded value for them,” VanderKamp stated.

Currently, New Holland is distributed in 34 states. Although achieving presence in all 50 is certainly not beyond possibility, it’s not part of the 2017 strategy with Pabst. VanderKamp’s immediate goal is to broaden and deepen their exposure in their present markets, as well as consider their potential to expand into additional select states as it makes sense.

What does Pabst bring to the table? An entire sales organization, which includes a robust national sales team to manage the distributor. Pabst has the mobility to operate across their geography with precision all the way down to shelf. VanderKamp values the reach that Pabst has—allowing them to have significant conversations with key people in different regions that New Holland hasn’t had the human resources to tackle.

pabst

Before deciding to commit to Pabst, VanderKamp admitted that in some cases, reviewing proposals from other potential partners included ownership percentages exchanging hands. In order to protect themselves, VanderKamp said he and his team created “guardrails around what was really important to us and the New Holland brand.” Pabst will be financially incentivized for their efforts, but New Holland retains sole ownership, and does not relinquish any equity to Pabst.

For VanderKamp, the intangibles of a partnership like this are just as important as the financial bottom line. “We quickly aligned on what matters in both of our organizations. With Pabst, We’re a cultural fit, a trust fit, and a value fit.” To honor the integrity of New Holland’s mission and vision, to continue to grow the company, and take their brands across the country, sharing the New Holland story, VanderKamp felt compelled to go with his gut.

“At the end of the day,” VanderKamp revealed, “I had to simply decide if I liked the guys [at Pabst].” When asked if he thought he could sit across the table and have a beer with Pabst chairman Eugene Kashper and the rest of the Pabst team, and actually enjoy it, VanderKamp laughed, and replied, “Yeah. I could have many.”

When addressing the public’s perception that a move like this could mean backlash for New Holland, VanderKamp acknowledged the risk, but dismissed any threat that could be associated with Pabst, particularly “when you compare them to the most notable behemoth that’s out there right now.” VanderKamp admires the role Kashper has played in this partnership. “Eugene is an entrepreneur through and through. He was intimate in this deal, very hands on, and is incredibly approachable. From a leadership standpoint, working alongside Pabst is really not that scary at all.” From a social or consumer standpoint, it’s PBR—a domestic that indexes incredibly successfully against craft beer. And, as VanderKamp playfully jabbed, “…probably also in your fridge at home right now, too.”

 

HOLLAND — Sensible. Balanced. Artistic. Encouraging. Adventurous. Innovative.

All great personality traits. These qualities, too, are ways of describing one of Michigan’s pioneer breweries. But the personality of the state’s third highest producing brewery — New Holland Brewing Co. — cannot be summed up in just these words.

“We see our brand in a few different ways,” said Fred Bueltmann, one of three New Holland managing owners. “One is we are adventurous and innovative, so our customers do expect to see new things from us. But that’s paired with a real balance and sensibility.”

New Holland’s balance includes not just the brews themselves, but the entire portfolio of beers as a whole. This requires a large commitment from the brewery, but it is part of an effort to bring both connoisseurs and newcomers to the craft beer table.

“We see ourselves as a good host,” Bueltmann said. “We can lose people by being too intense and not managing the invite. It’s a responsibility that all craft producers have.”

New Holland’s portfolio is certainly broad, consisting of seven year-round brews, three seasonals and more than a dozen limited releases each year. Within these three main categories, the brewery is noted for its high-gravity, wood-aged brews and a growing number of sours.

“We like having range. We like having choice,” Bueltmann said. “We’re committed to keeping that.”

Distributed in 15 states, the brewery’s most-recognized beer is bourbon barrel stout Dragon’s Milk. A close second is Mad Hatter IPA, with several variations released annually as a seasonal and five limited releases coming this month.

“We’re not afraid of stretching our creativity in the least bit,” said co-founder Brett VanderKamp. “We’ll try anything.”

The story of New Holland is the archetype for most breweries in the ever-growing craft microbrew industry. It started with two college buddies who loved beer and got into homebrewing in college — VanderKamp, current company president, and Jason Spaulding, now owner of Brewery Vivant in Grand Rapids — as they began to see perhaps this passion could translate into business.

After moving to Boulder, Colo. in 1995, the two friends saw the success of New Belgium, a high-producing microbrewery in Fort Collins, Colo. — now one of the premiere craft brewers in the nation.

“It was one of those kind of aha moments of, ‘Wow, you can really make a business out of beer,’” VanderKamp said.

And two years later, VanderKamp and Spaulding began brewing in Holland Township, growing the business gradually, including an eventual move of the brewpub into the heart of the city’s downtown on 8th Street, and, in 2006, completing a production facility in a Holland Township industrial park.

According to VanderKamp, the move downtown was necessary and “it really drew people in.” In part, he did it because he thought the New Holland brand needed greater visibility.

“The early days there was a lot of ‘what is this?’ type thing,” he said. “Now we are very much accepted and really we’re promoted and always highlighted when people come into town.”

“We’ve really become an anchor for Holland. We’ve certainly gotten more integrated with the fabric of the community over the years.”

Situated at 66 East 8th Street, the brewpub invites patrons into the New Holland experience with freshly tapped brews coupled with artisanal, causal pub grub inside a restaurant with plenty of seating, one side featuring a large main bar. Live music and various events are highlights throughout the year with its beer garden as a great setting for the warmer months. Most of all, the pub is a place of connection.

“For us, and for our customers, the craft consumer tends to really value connection,” Bueltmann said. “They want to know where it came from and who produced various products.”

And connecting with customers is just as important to New Holland’s management team.

“Our pub is a great opportunity to get the feel of our customers one-on-one — whether we’re actually talking to individual people or getting general feedback,” Bueltmann said. “Our customers just get closer and more connected to what New Holland is — we really value that opportunity.”

In addition, pub customers have a chance to try specialty beers either not readily available on store shelves or not available outside the pub at all.

Another highlight of the New Holland experience is the pioneering nature of the company and its owners. Both Bueltmann and VanderKamp have penned books on beer — Bueltmann as series of essays on food and drink and VanderKamp with a bathroom-style read with anecdotal insights.

The brewery’s wood-aging dedication is also one-of-a-kind with a sizeable refrigerated area of its brewing facility dedicated to Dragon’s Milk and other wood-aged brews. Its sour program is ever-expanding as well. The company was also an early leader in using local ingredients, including Michigan hops (a growing industry of its own).

But the company is not just limited to beer. New Holland is a pioneer in craft spirits with five varieties year-round, four limited releases this year and another four released as part of is Brewers’ Series. The mainstays are crafty spins on traditional liquors — bourbon, gin, whiskey and rum — along with its just released Clockwork Orange liqueur.

“I see us out in front,” VanderrKamp said. “We maybe have a little bit of attention issues in having such a broad scope of vision, but that’s what keeps us energized, and I see us as leaders.”

Ultimately, Bueltmann and VanderKamp see New Holland as more than just one successful brewery in the Great Beer State. For them, it is about a community of brewers and, aside from just alcohol, a whole craft industry of food and drinks.

“We’re very much tied to being part of a movement that is much larger than our individual products,” Bueltmann said, calling it a “food movement” with “connectivity aligning those who appreciate connection, sourcing, craftsmanship and art form.”

VanderKamp agrees.

“We’re about moving the conversation forward,” he said. “It doesn’t mean we have all the answers at all. There is a collection of people asking for more. The market will react if we all start making those small decisions.”

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Throughout the month of June, New Holland is offering $1 off mainstay and seasonal brews when readers mention this article to their server upon ordering.