New Holland Brewing Co.’s current vice president of sales and marketing, Fred Bueltmann (a.k.a. The Beervangelist), will be stepping into a new position as the Holland, Mich., brewery’s vice president of brand and lifestyle. This new position is a response to the company’s significant growth over the past several years, charging Bueltmann with shaping and sharing New Holland’s brand and culture within the company and beyond. Bueltmann will also act as the official spokesperson and man on the scene at major industry events as well as foster collaborative relationships in the marketplace.
“Fred is craft,” said President and Co-founder of New Holland Brett VanderKamp. “He has made craft beer and spirits his livelihood. He is committed to the craft food movement, hosting dinners, developing his own cooking prowess. Hell, he wrote a book about it. And if you have had the pleasure of visiting his and his wife’s farm, you know that this is not a hobby for him. Craft is the way that Fred lives his life. This is who we want out there representing our brand. His passion for handcrafted beer and spirits and his devotion to New Holland makes this a very exciting shift in our organization.”
Bueltmann’s new title and position provides brand-focused attention within all departments of the company, in the market and cultivating partnerships across industries. His transition will coincide with the company’s annual Wholesaler Summit, scheduled for Sept. 15, 2014.
“I have learned many things in my 20-plus years in the industry. Being part of the craft renaissance has been tremendously inspiring,” Bueltmann said. “New Holland believes in contributing culturally and being good stewards of the craft lifestyle, which takes a deep commitment to vision and message. I’m proud of our dedication and effort to this end and extremely honored to do my part.”
Bueltmann’s new responsibilities have opened up two positions that New Holland is currently vetting candidates for — a director of sales and a director of marketing. Both positions had previously been under Bueltmann’s purview, but with consistent growth, New Holland looks to strengthen its leadership team by adding these two high-level positions.
Bueltmann is a Certified Cicerone, past president of the Michigan Brewers Guild and recipient of their prestigious “Tom Burns Award” recognizing the pioneering spirit of the “Great Beer State.” He also serves as a judge for the Brewer’s Association’s Great American Beer Festival and World Beer Cup and is a nationally-recognized expert on pairing beer and food, authoring Beervangelist’s Guide to the Galaxy, a seasonal tome on pairing, cooking and hosting with craft beer.
“It’s an exciting time of growth for us and it’s exciting to see Fred heading out there to do what he loves — evangelizing about the art of craft,” VanderKamp said. “I can’t wait to see what Fred creates for us.”