New Holland Expands East Coast Footprint

New Holland Brewing announced last week that it would begin shipping beer to a network of wholesalers in Florida, Maine and New Hampshire while also expanding its coverage in upstate New York as part of a sales and distribution partnership inked last year with Pabst Brewing Company.

Last December, the small Michigan-based craft brewery struck a deal with Pabst that allowed it access to the larger company’s nationwide distribution network and sales force while retaining complete independence.

As part of that deal, Pabst will manage New Holland’s 31 new wholesale partners — 15 in Florida, 10 in New York, four in Maine and two in New Hampshire. Additionally, the Pabst sales team will begin offering New Holland’s flagship bourbon barrel-aged stout, Dragon’s Milk, and other beer brands as part of its “high-end portfolio.”

In a press release, New Holland founder Brett VanderKamp said that Florida represents “an untapped opportunity” for the company’s beer brands. Meanwhile, he called the Northeastern expansion a chance to “fill in our remaining territory gaps and provide even more people the opportunity to discover Dragon’s Milk.”

Beginning this month, Dragon’s Milk, which accounts for about 50 percent of New Holland’s top-line revenue, will be available in Florida bars and restaurants. Meanwhile, retailers in Northeastern markets will receive Hoptronix Double IPA in addition to the 11 percent ABV stout.

“We have a lot of long time fans in the Northeast who have had to drive ‘one state over’ to get our beers,” New Holland vice president of field and strategic marketing Joel Petersen said in a press release. “We are thrilled to finally launch in these areas and contribute to the existing craft scene.”

New Holland had been eyeing an expansion into Florida for “a long time,” Petersen added.

“There are also many Midwesterners who will be able to enjoy our product when they flee the winter weather and travel to Florida,” he said.

New Holland’s products are now sold in 35 U.S. states.

A list of wholesalers New Holland is working with in Maine, New Hampshire and upstate New York is included below. Petersen declined to share a complete list of the brewery’s Florida wholesalers, saying only that the company selected a “best wholesaler for New Holland network, rather than solely aligning with a single traditional network.”

Maine

  • Aroostook Beverage Company
  • Central Distributors
  • Nappi Distributors
  • Pine State Beverage Co.

New Hampshire

  • Amoskeag Beverages
  • Bayside Distributing

New York

  • A.J. Missert
  • A.L. George (Onondaga Beverage)
  • A.L. George
  • DeCrescente Distributing
  • Doldo Brothers
  • High Peaks Distributing
  • J&M Distributing (Certo Brothers Distributing)
  • McCraith Beverages
  • Seneca Beverage
  • Wright Beverage Distributing
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