New Holland Brewing Co. will expand to Grand Rapids, Mich.

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By: Eric Strader
ericstrader69@gmail.com

Eric Strader

Over the years, I have traveled many times to the New Holland Brewing Company tap room and restaurant in downtown Holland, Mich. They have a nice selection of items on their food menu and several tap choices, including pub only releases.  

About a year ago, New Holland hired Steve (Bert) Berthel, former owner/brewer at The Livery, to become its head pub brewer. I have no confirmation of this, but it is my belief that Steve may head up the sour program at the new Grand Rapids location that has just been announced. Either way, he is a great asset to their brewing team, and I look forward to more sours from New Holland.

A full line of New Holland brands, including special releases when they are available, can be found on bottle shop shelves and on draft throughout Michiana.

From press release:

New Holland Brewing Co., Michigan’s third largest brewery and first craft whiskey distiller, has just signed a lease with Rockford Construction and plans to launch a new brewpub, micro-distillery and restaurant slated to open in early 2016 in Grand Rapids, Michigan’s west side. The new endeavor supports the company’s goals to reach the growing craft consumer in New Holland’s home market of West Michigan and beyond.

The brewpub and distillery will occupy the space on the corner of Bridge Street and Broadway Avenue. New Holland plans to house their growing sour beer program (internally known as The House of Funk) at the Bridge St. location, as well as produce small batch whiskey on-site. The bar will feature existing New Holland beer and spirit brands, as well as many pub-only offerings brewed and distilled onsite. Plans include brewing a monthly specialty beer in which a portion of the proceeds will benefit the Westside Neighborhood Association. A focus on a mindfully-sourced food menu will also be a top priority for the new location.

“We have been waiting a long time for the perfect opportunity to come along in Grand Rapids and I’m so excited that an opportunity presented itself on Grand Rapids’ West Side. I have fond memories of summer weekends and holidays at my Grandparent’s house on Widdicomb Avenue and day’s spent at Richmond Park.” says New Holland President and Co-founder, Brett VanderKamp. “Since 1997 we’ve been ardent contributors to the craft scene and for the past ten years we’ve been leading the craft whiskey scene in Michigan. Food and drink are the bedrock of historic communities, and we’re honored to contribute to the rich heritage and revitalization of this very special place.”

New Holland is collaborating with Rockford Construction on the build-out and they see the New Holland project as a key partnership in revitalizing the Westside neighborhood.

“As we continue to build and grow communities in the greater Grand Rapids area, we can’t think of a better community to invest in than the Westside,” says Mike VanGessel, CEO of Rockford Construction. “And we couldn’t be more excited to see the energy and enthusiasm that New Holland will bring to this neighborhood.”

“We are always inspired by today’s consumer – who is looking for more from their food and drink,” says New Holland Vice President of Brand and Lifestyle, Fred Bueltmann. “They are focused on quality over quantity. On flavor over franchise. We see the restaurant and pub as a place for and of community; and we will create and offer space that celebrates community, inviting all people to take a moment to stop and taste, together.”

Final plans are still in process, but the New Holland management team looks for the new venture to open in early 2016 and anticipates on hiring approximately 150 new employees prior to the launch.

“We continue to be surprised and impressed by the craft consumer – their interest and their devotion,” says VanderKamp. “It’s their commitment to eating and drinking better that allows us to follow our passion, contribute to the West Michigan economy through growth and innovation and help shape our state’s craft landscape.”

About New Holland Brewing Co.

New Holland Brewing Company’s deep roots in the craft industry go back to 1997. Their role as an integral member of the artisan approach is something they take seriously, yet engage lightheartedly. They believe the art of craft lives in fostering rich experiences for their customers, through creating authentic beer, spirits and food while providing great service. Recognized for their creativity and artistry, their mission to improve the lives of craft consumers everywhere is seen in their diverse, balanced collection of beer and spirits.

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