- change ups
New Holland Brewing names VP of brand and lifestyle
A lakeshore brewery is adjusting its organizational makeup because of growth.
New Holland Brewing Co. said Monday that Fred Bueltmann, also known as “The Beervangelist,” will transition into vice president of brand and lifestyle.
The change is the company’s response to “significant growth over the past several years.”
Bueltmann will serve as New Holland Brewing’s official spokesperson and point man at major industry events and foster relationships in the marketplace.
He will begin the role on Sept. 15, coinciding with the brewery’s Wholesaler Summit.
Previously, Bueltmann served as the company’s vice president of sales and marketing.
Bueltmann is a certified cicerone and past president of the Michigan Brewers Guild.
He’s also a nationally recognized expert in pairing beer and food, authoring the “Beervangelist’s Guide to the Galaxy.”
“Not a hobby”
“Fred is craft. He has made craft beer and spirits his livelihood,” said Brett VanderKamp, president and co-founder, New Holland Brewing. “He is committed to the craft food movement, hosting dinners, developing his own cooking prowess. Hell, he wrote a book about it. And if you have had the pleasure of visiting his and his wife’s farm, you know that this is not a hobby for him. Craft is the way that Fred lives his life.
“This is who we want out there representing our brand. His passion for handcrafted beer and spirits and his devotion to New Holland makes this a very exciting shift in our organization.”
Bueltmann said he's "learned many things in my twenty-plus years in the industry."
"Being part of the craft renaissance has been tremendously inspiring," Bueltmann said. "New Holland believes in contributing culturally and being good stewards of the craft lifestyle, which takes a deep commitment to vision and message. I’m proud of our dedication and effort to this end and extremely honored to do my part."
Sales and marketing
With the transition, Bueltmann’s previous position will be split in two, and New Holland Brewing will hire a director of sales and a director of marketing, hoping to “strengthen their leadership team by adding these two high-level positions.”
“It’s an exciting time of growth for us, and it’s exciting to see Fred heading out there to do what he loves — evangelizing about the art of craft,” VanderKamp said. “I can’t wait to see what Fred creates for us.”