HOLLAND (WWJ) – This is one tasty partnership for beer drinkers.
New Holland Brewing Company and Pabst Brewing Company (PBC) are entering into a long-term partnership agreement, beginning next year. The partnership will focus on the national distribution and sales of New Holland’s full portfolio of craft beer.
Once the partnership is fully implemented, Pabst’s sales force will sell all of New Holland’s beers to wholesalers nationwide. New Holland, entering its 20th year, will remain independent and will continue to manage all other business functions for its beers, including production, marketing, and finance.
All beers will continue to be brewed in Holland, Michigan, and New Holland’s spirits, restaurant and retail operations will continue to operate as they currently do.
The partnership will increase market share for New Holland’s award winning Dragon’s Milk year-round bourbon barrel stout, which will help it become a truly “unlimited release.”
New Holland Brewing Company’s deep roots in the craft industry go back to 1997. Their beers include Dragon’s Milk, a year-round bourbon barrel stout, which has won several industry awards; Ichabod Pumpkin Ale; The Poet Oatmeal Stout; Mad Hatter IPA, and Hoptronix Double IPA.