HOLLAND, Mich. -- Michigan's New Holland craft beer will gain national distribution beginning this week through a non-ownership partnership with Pabst Brewing Co.
The partnership, originally announced in December, allows for the wider distribution and sales of New Holland Brewing Co.’s craft-beer portfolio through Pabst’s national distribution and sales platform. The two companies will now begin executing the partnership, which has been in the integration stage since December. As of April 1, all beers produced for U.S. sale by New Holland Brewing Co. will flow through the Pabst distribution and ordering systems.
The partnership increases market share for New Holland’s award-winning Dragon’s Milk bourbon barrel stout.
“In December, we began the process of joining forces with Pabst Brewing Company, allowing us to distribute our beer brands to more people in more places throughout the country,” said Brett VanderKamp, president and co-founder of New Holland Brewing Co., Holland, Mich. “The partnership allows us to focus on brewing incredible beers and building our brand while leveraging the power and reach of the Pabst sales and distribution platform.”
The agreement also includes the creation of a “collaboration brew” that will be available exclusively in the New Holland brewpubs in coming weeks.
“This collaboration brew represents the great fit between our two companies and the strong shared culture embodied by the partnership,” VanderKamp said. “We’ve used Wisconsin malts and Michigan hops to pay homage to the birthplaces of these two brands and to symbolize the beauty and remarkable experiences that are created when we work together.”
The partnership with New Holland allows PBC to increase its product portfolio and strengthens the company’s participation in craft beer.
“We are thrilled to be pioneering a new approach to partnerships; we aren’t taking any ownership and New Holland is remaining fully independent. It’s as pure a partnership as you’ll see,” said Simon Thorpe, CEO of Pabst Brewing Co., Los Angeles.
“Our approach to building relationships is flexible and individualized based on the partner’s needs," Thorpe said. "We are highly selective in our search for those special gems that are a perfect fit for our portfolio and where we can add meaningful benefit with our sales, production and distribution platform.”
New Holland, now in its 20th year, remains independent and continues to manage all other business functions for its beers, including production, marketing and finance. The company has experienced consistent growth throughout its 20-year history.
All New Holland beers will continue to be brewed in Holland, Mich., and New Holland’s spirits, restaurant and retail operations will continue to operate as usual.
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