New Holland Brewing Co. shares a great many things in common with our neighbors to the north, including the Great Lakes, an obsession with ice sports and a love of handcrafted beer and spirits. This final commonality is why New Holland will begin distribution to Ontario, Canada, in October 2014.
“We’re excited to launch in Ontario this month,” said VP of Brand & Lifestyle Fred Bueltmann. “The Canadian craft movement is continually on the rise, which makes it an exciting time to be a part of beer and spirits culture there. We are eager to get our brands in front of people who are passionate about the same lifestyle we are.”
New Holland will begin with a limited brand release — starting with The Poet Oatmeal Stout in early October, followed by the Hatter series (riffs on the flagship Mad Hatter IPA) in mid-October, followed by Beer Barrel Bourbon at the end of the month. In November, shipments of New Holland’s top-selling Dragon’s Milk Bourbon Barrel Stout will begin hitting shelves throughout Ontario.
“There is definitely excitement around the release of this brand,” says The Craft Brand Co. Co-Founder and Brand Director Mike Laba. “Toronto media has already picked up on the story and we are looking forward to introducing Ontario to the well-balanced and creative offerings of New Holland.”
Amongst these product launches is a media and beer lover-centric Hatter launch at 10 select establishments throughout Toronto. The anchor of this release is a partnership with the Bier Markt — a beer-forward restaurant establishment with five locations. A new Hatter will launch each Monday in all their locations for four weeks as well as a Hatter Bier Dinner on Oct. 15 at Esplanade Bier Markt.
“We are so fortunate to be working with The Craft Brand Company – who have brought so much passion and enthusiasm to this launch,” Bueltmann said. “It’s been a challenging and rewarding process to make New Holland an ‘international’ brand, but we believe that great results always come from authenticity and hard work.”