Dragon’s Milk might be the best beer in America. The world should get to enjoy this basilisk of brewskis — along with the rest of New Holland Brewing Co.’s beer portfolio — especially in the beer mecca of the Pacific Northwest. The Holland, Michigan-based craft brewery and artisan distiller is thinking the same thing. New Holland just announced plans to distribute its beer to Oregon and Washington, beginning in December. These new territories are part of the brewery’s growing 34-state distribution network. Beer will be available in the Pacific Northwest at restaurants, pubs and retail locations.
“We’re heading west to the incredible craft scene that is alive and thriving in Oregon and Washington,” said New Holland Director of Sales Operations, Joel Armato. “We’re looking forward to getting out there, meeting people and bringing some great flavors from the Midwest to our craft brothers and sisters in the Northwest.”
New Holland is partnering across all of Oregon and Washington with Columbia Distributing which has a strong portfolio of brands and wide-ranging reach across the region.
“Columbia is an amazing partner and aligns so well with our values,” said Armato. “After over eighty years in their business, they have a tremendous amount of knowledge about the industry. Planning discussions have felt like we’ve already been working together for a long time. It’s a natural match. They have a method to bring our brand to retail that is customer minded and methodical, we’re a brand that takes a personal approach and they’re extending that to an entire market of informed and mature drinkers. Shared values are the key to a beautiful partnership.”
New Holland will launch with distribution of their flagship Dragon’s Milk, a year-round Bourbon Barrel Stout, and build in products around Dragon’s Milk in the coming months.
“The Pacific Northwest and beer have a great story together already so we’re excited to throw Dragon’s Milk into the mix. It’s a natural fit and we’ve had many requests from fans to bring our products to this market, especially since we poured at the Oregon Brewer’s Festival this past year” said New Holland Co-Founder and President, Brett VanderKamp. “It’s pretty amazing to go to such an influential part of the craft world with a partner who is ready to help us tell our story to every beer drinker in Oregon & Washington.”
“We took a fact-finding trip to Michigan and were literally blown away by New Holland”, said Jesse Ferber, VP of craft and imports at Columbia Distributing. ‘Walking into the barrel room was like a religious experience for our craft team. Every employee we met was so proud to be part of the New Holland family and everyone had a story to tell about their favorite beer.”
New Holland will be announcing launch events and activities as they are solidified and plans to have key personnel working the market over the next few months to drive launch excitement.