Brewery throws street party
This weekend, a lakeshore town will get a little mad.
New Holland Brewing Co. is hosting its third annual Hatter Days Street Party in downtown Holland on Saturday.
The party is a celebration of New Holland’s anniversary and to celebrate the beer that put the brewery on the craft beer radar, Mad Hatter IPA.
“Hatter Days is like a kick off for summer. We hit the streets to celebrate our family of IPAs,” said Dave White, vice president of retail operations and co-owner, New Holland Brewing. “But it’s also an amazing event for all ages that introduces people from all over the Midwest to our community of Holland and all the downtown businesses who are doing great things here.”
New Holland president Brett VanderKamp said the event is “a really special time for us.”
“So much collaboration and hard work goes into developing, brewing, bottling, kegging and distributing these brews,” VanderKamp said. “It’s a time for us all to celebrate all the time, energy and passion that has gone into our beer, spirits and business. It’s also that time of year when we go a little bonkers like our good friend — the Mad Hatter — an IPA that helped us get where we are today.”
The party starts at 3:30 p.m. and runs to 11 p.m. on College Street, between 8th and 9th streets, before heading inside until 1 a.m.
The event is free and features live music from Stepdad and Soil & the Sun.
Hatter Days will also feature entertainment throughout the day, including acts by Daredevil Circus, as well as a beer, spirits and cheese “smackdown” and cocktail expo.
New Holland’s motto “Stop & Taste” will be on showcase in a technology-free zone, encouraging guests to “break the rhythm of life that’s too fast and enjoy the moment in front of them.”
The brewery will feature several brews from its Hatter family lineup: Mad Hatter: “the patriarch IPA”; Imperial Hatter: imperial IPA; Black Hatter: black IPA; White Hatter: Belgian-style white pale ale; Rye Hatter; rye IPA; Oak-Aged Hatter: Mad Hatter aged in oak barrels; Michigan Awesome Hatter: IPA made with Michigan-grown hops and barley; and Hatter Royale: white whiskey steeped in Centennial hops.