- change ups
New Holland Brewing names VP of marketing
The new VP of marketing for New Holland Brewing Co. has been promoting craft beer brands on the West Coast.
The Holland-based brewery said yesterday that it has named Joel Petersen to the role.
Petersen will lead the brewery’s business and market development, market research, strategic direction for promotion and advertising.
“New Holland has experienced consistent growth the past several years and looks to continue that trend,” said Brett VanderKamp, president and co-founder, New Holland Brewing.
“A lot of hard work has gone into giving New Holland this opportunity for growth. It is an important time to take our love of craft and our brand message to even more people.”
Petersen has spent more than seven years in the brewing industry, most recently as director of retail marketing for the Craft Brew Alliance in Oregon. The alliance includes Kona Brewing Company, Red Hook Brewery and Widmer Brothers Brewing.
New Holland Brewing said Petersen’s experience gives him the appropriate background to manage craft brands and understand craft consumers.
“I’m passionate about craft beer and spirits and seeing that same level of passion from New Holland makes me excited to dig in and get started,” Petersen said. “The craft movement is gaining momentum and joining a team that has been in the mix for so long is exhilarating.”