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Brewery’s first release signals branding change

January 7, 2020
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Dragons Milk 2020 Reserve 1
Courtesy New Holland Brewing Co.

The first Dragon’s Milk Reserve release of 2020 will be available later this month.

New Holland Brewing Co.’s newest addition to the Dragon’s Milk Reserve series, simply named 2020 Reserve 1, reflects new changes in branding and creativity for the flagship stout.

The special-release beer has been aged for three months in rum barrels imported from Jamaica and finished on more than 2,500 pounds of coconut, 1,000 pounds of toasted hazelnut and 200 pounds of chocolate.

“The flavors of toasted coconut, hazelnut and chocolate pair amazingly with the sweet and warming flavor notes imparted by the rum barrel,” said Brett VanderKamp, president of New Holland Brewing.

Unlike with previous limited releases, like Dragon’s Milk S’mores, Cherry Chocolate, or Banana Coconut, the most recent release is simply branded Dragon’s Milk 2020 Reserve 1, and subsequent releases will be numbered accordingly.

Dragon’s Milk Brand Manager Dominic Bergquist said the new direction in branding was intended to give New Holland more flexibility with ingredients and aging.

“As we continue to evolve the Dragon's Milk Reserve program, we wanted to give ourselves the flexibility to use different ingredients and exotic barrels that may not necessarily lend themselves to a particular dessert/food item, but work deliciously in a beer,” Bergquist said.

Dragon’s Milk 2020 Reserve 1 comes in at 12.5% ABV. It will be available on tap and for purchase in four-packs of 12-ounce bottles at New Holland’s pubs in Grand Rapids and Holland starting Jan. 23. It will hit store shelves in 42 states starting in February.

New Holland’s standard Dragon’s Milk is a year-round offering, a bourbon-barrel-aged stout with vanilla notes and an ABV of 11%.

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