• Skip to primary navigation
  • Skip to main content
  • Skip to primary sidebar
  • Skip to footer
  • Advertise
  • About Craft Brewing Business

Craft Brewing Business

Professional Insight, Unfiltered

Craft Brewing Business Craft Brewing Business
  • News
  • Business & Marketing
  • Packaging & Distribution
  • Equipment & Systems
  • Ingredients & Supplies
  • Webinars & White Papers
  • News
  • Business & Marketing
  • Ingredients & Supplies
  • Packaging & Distribution
  • Equipment
  • Webinars & White Papers
  • COVID-19

New Holland Brewing announces new VP of marketing

August 21, 2014Keith Gribbins

Joel Petersen, all smiles.
Joel Petersen. We think he’s smiling.

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.”

New Holland Brewing announces beer release and events to celebrate 100 years of Michigan State Parks
craft beverage branding expo
What is a brand story? What’s your story? Craft branding veterans at CBE 2017 share their definitions, tips
New Holland Brewing bar handing beer crop
New Holland Brewing cuts deal with Pabst, Craft Brew Alliance buys stake in Miami’s Wynwood Brewing (updated)
New Holland Brewing Co expansion
New Holland Brewing breaks ground on Grand Rapids brewpub and microdistillery

Reader Interactions

Comments

  1. Blake's Hard Cider Co. says

    August 22, 2014 at 8:22 am

    Blake’s Hard Cider Co. liked this on Facebook.

    Log in to Reply
  2. crsimp01 says

    August 21, 2014 at 3:27 pm

    New Holland Brewing announces new VP of marketing http://t.co/5rF2CeJoce via @craftbrewingbiz

    Log in to Reply

Leave a Reply Cancel reply

You must be logged in to post a comment.

Primary Sidebar

Latest News

  • Plastic can carrier recycling co-op debuts in Chicago
  • New Belgium unveils its latest solar installation at Asheville brewery
  • Flying Dog Brewery wins First Amendment victory over North Carolina Alcoholic Beverage Commission
  • Negro Leagues Celebration Beer Series featuring Satchel Paige paintings and other beers to know this week

Sign up for our newsletter

unsubscribe from list

Most Popular Today

Recent Features

  • 2022 beer branding trends part 1: reinvention
    May 17, 2022
  • satisfaction surveysAre brewery employees happy? Depends on the department
    May 16, 2022
  • Male hand closes hatch of brewery tankUnfiltered: Do I need to clean tanks between transfers?
    May 11, 2022
  • Hard seltzers: Achieve high alcohol fermentations in a clean and neutral way with the proper nutrient aids
    May 9, 2022
  • Paxton Products uses air and ionization to rinse and dry beer bottles and cans
    May 9, 2022
  • Did you miss the 2022 Craft Brewers Conference this week? Yeah? I see. Well, here’s what it looked like
    May 5, 2022

Footer

  • Email Newsletter Sign Up
  • About Craft Brewing Business
  • Contact Us
  • Advertise on Craft Brewing Business
  • Media Kit Download
  • Privacy and Terms

© 2022 · CBB Media LLC

Posting....