- people on the move
Brewery picks next location in West Michigan
A brewery has been awarded a $200,000 incentive to open a new location in the region.
Holland-based New Holland Brewing will receive the incentive from Battle Creek Unlimited, or BCU, the city’s economic development arm, to expand into central downtown Battle Creek.
Last December, BCU announced a request for proposal for three buildings in downtown Battle Creek, which included a $200,000 incentive for a new brewery or distillery.
As a result of its proposal, New Holland will take ownership of the building located at 64 W. Michigan Ave., steps away from the Kellogg Company headquarters.
“We are pleased to expand our footprint into Battle Creek and look forward to partnering with the community to bring a vibrant venue, authentic beer and spirits and quality service to downtown Battle Creek,” said Brett VanderKamp, founder and president, New Holland Brewing.
“We see several key downtown projects on the horizon as a turning point for downtown Battle Creek and are excited to be a part of the equation.”
New Holland’s plans for The Pub in Battle Creek include on-site brewing and distilling, lunch and dinner options, a seasonal beer garden, retail and possibly a coffee bar.
Renovations to the building are expected to begin this summer, with construction anticipated to be completed by spring 2019.
Once fully operational, The Pub is expected to employ about 50 people.
“The New Holland team sees great opportunity in our city,” said Joe Sobieralski, president and CEO, BCU. “Their proposal was outstanding, and we truly hit a home run with New Holland and their leadership team.
“The New Holland Brewing team will invest substantially into the property, as they work to remodel this prime downtown location into their newest facility. We are beyond excited to have New Holland set up shop in downtown Battle Creek.”
New Holland Brewing
New Holland Brewing was founded in 1997.
Its most popular beers include Dragon's Milk, Mad Hatter IPA and seasonal brews, such as Cabin Fever and Ichabod.
In 2005, the company began distilling whiskey, rum and gin, with sales beginning in 2008.
Today, New Holland sells its beer and spirits in 38 states and four countries.