Holland, Mich.-based craft brewery and artisan distiller New Holland Brewing will begin distribution of its beer to Maine, New Hampshire and an expanded footprint in upstate New York in October 2017. This new territory is part of the brewery’s growing 35-state distribution network. Beer will be available in these new areas at restaurants, pubs and retail locations.
“We’ve listened to our fans and are incredibly excited to be reaching more folks in the Northeast with our core beers,” said New Holland President and Founder, Brett VanderKamp. “We’ve distributed in this part of the country for some time now, and it’s a wonderful thing to fill in our remaining territory gaps and provide even more people the opportunity to discover Dragon’s Milk. We’re looking forward to getting out there, meeting the people and bringing some great flavors from the Midwest to our craft brothers and sisters in the Northeast.”
New Holland is partnering across these new states and areas with a network of wholesalers who will be managed by Pabst Brewing Co. (PBC). PBC’s sales force will sell all of New Holland’s beers to wholesalers in the Northeast as part of PBC’s high-end portfolio. New Holland, now in its 20th year, is 100 percent independent and continues to manage all other business functions for its beers, including production, marketing and finance.
New Holland will launch with distribution of their flagship Dragon’s Milk, a year-round Bourbon Barrel Stout, and Hoptronix, a Double IPA featuring Mosaic hops, in October and build in products around these offerings in the coming months.
“We have a lot of long time fans in the Northeast who have had to drive one state over to get our beers,” said Joel Petersen, New Holland VP of field and strategic marketing. “We are thrilled to finally launch in these areas and contribute to the existing craft scene. Dragon’s Milk is such a unique brand, and we can’t wait to fill the glasses of current and new fans alike. I personally am looking forward to traveling out to these markets this fall to enjoy the colors and raise some glasses!”
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.