Holland, Michigan-based craft brewery and artisan distiller, New Holland Brewing Co. has announced their new Vice President of Marketing — Joel Petersen — who started August 18. Petersen is filling the position that was left open after the recent restructure of Fred Bueltmann to VP of brand and lifestyle.
“New Holland has experienced consistent growth the past several years and looks to continue that trend,” said President and Co-Founder, Brett VanderKamp. “Joel’s experience and talent is a great addition to our leadership team and will help us take the next leap forward.”
Petersen joins the New Holland team after over seven years in the beer business. His most recent position as director of retail marketing for Craft Brew Alliance in Portland provided him with the strategic background to successfully manage craft brands, as well as an understanding of the craft consumer.
“I’m passionate about craft beer and spirits and seeing that same level of passion from New Holland, makes me excited to dig in and get started,” said Petersen. “The craft movement is gaining momentum and joining a team that has been in the mix for so long is exhilarating. New Holland is about bringing people together and taking a moment to stop and taste. I mean, that’s a great message to get behind.”
Petersen will take lead on business and market development; market research; strategic direction for promotion and advertising; and direction of marketing staff.
“A lot of hard work has gone into giving New Holland this opportunity for growth. It is an important time to take our love of craft and our brand message to even more people,” said VanderKamp. “We can’t wait to see how Joel contributes to the team and to the industry.”