Holland, Mich.-based craft brewery and distiller New Holland Brewing Co. announced last week that its beer brands were moving into cans as an extension of its portfolio. Previously, New Holland’s beers were only available in bottle format. The first two brands to hit retail, Mad Hatter India Pale Ale and Hoptronix Double India Pale Ale, will be available on shelves nationwide beginning in November 2017. A third offering, Xtra Time American Session Beer, is available only in Michigan until its broader nationwide release in 2018.
“I am thrilled that we are adding cans to our lineup,” said New Holland President and Founder Brett VanderKamp. “Having cans is going to ultimately benefit our consumer — our beer will be able to travel more places in a package that is desirable for people on the go. We are looking forward to growing, and expanding our brands offered in cans as we move into 2018.”
While New Holland is partnered with Pabst Brewing Co. (PBC) for sales and wholesaler management, all beer is still brewed and packaged at the brewery in Holland, Mich. New Holland, now in its 20th year, remains 100 percent independent and continues to manage all other business functions for its beers, including production, marketing and finance. New Holland Spirits and its brewpubs live outside of the partnership with PBC.
This exciting milestone for New Holland will be not only its first time in cans but also its first foray into large format packaging. Mad Hatter and Xtra Time will be available on shelves in both 6 pack and 12 pack options. Hoptronix will be available as a six-pack only and will be phasing out of bottles in 2018. Additionally, the cans feature a refreshed look that includes a facelift on some of the traditional art for long-time brands like Mad Hatter.
New Holland will continue to expand its can portfolio throughout 2018, with an announcement of the highly anticipated new brands coming out in November. New Holland will continue to offer its beers in bottle, but plans to focus on canning for its new releases.