Brewery distributes to Canada
A brewery is rolling out distribution to our Canadian neighbors.
New Holland Brewing Co. in Holland said yesterday that it has launched distribution to Ontario, Canada this month.
“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,” said Fred Bueltmann, vice president of brand and lifestyle, New Holland Brewing Co. “We are eager to get our brands in front of people who are passionate about the same lifestyle we are.”
The distribution is beginning as a slow brand rollout.
The brewery’s presence began with The Poet Oatmeal Stout earlier this month, followed by the Hatter Series — based on the brewery’s flagship IPA Mad Hatter — and a release of the company’s Beer Barrel Bourbon near the end of the month.
Shipment of the brewery’s top-selling Dragon’s Milk Bourbon Barrel Stout will begin in November.
The introduction of New Holland products includes a four-week launch of various Hatter beers in five Bier Markt restaurants throughout Toronto.
The beer will be imported through The Craft Brand Co. The company also imports Arcadia Ales to Canada.
“There is definitely excitement around the release of this brand,” said Mike Laba, co-founder and brand director, The Craft Brand Co. “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.”
Bueltmann said that New Holland is “so fortunate to be working with The Craft Brand Company — who have brought so much passion and enthusiasm to this launch.”
“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,” Bueltmann said.
New Holland Brewing Co. has been active recently.
Last week, the brewery announced its future location on Bridge Street NW in downtown Grand Rapids, a $10-million development that will include sour beer and single-malt whiskey production and create nearly 200 jobs.
The same week, the company announced its hiring of Adam Lambert, of Dogfish Head Craft Brewery in Milton, Del., as its new vice president of sales.
The brewery — currently the third largest in Michigan — produces about 35,000 barrels of beer annually and distributes beer into 26 states. The company’s spirits division distributes in 16 states.