New Holland Brewing Company

What New Holland Brewing Company does

New Holland Brewing Company, founded in 1997 by Brett VanderKamp in Holland, Michigan, is an integrated craft brewery and distillery operating under multiple legal and trade names including New Holland Brewing, New Holland Spirits, and New Holland Distilling Co. The company produces craft beer and artisan spirits using Lake Michigan water and a range of proprietary processes, including a re-fabricated prohibition-era pot still that anchors its position as Michigan's oldest operating whiskey distillery. Its core beer portfolio centers on Dragon's Milk — marketed as America's number-one selling bourbon barrel-aged stout — alongside functional beer (Lightpoint), non-alcoholic hop water (Aquanaut), and seasonal releases. The spirits portfolio spans Knickerbocker Gin, Beer Barrel Bourbon, Zeppelin Bend American Single Malt, Lake Life Vodka, Freshwater Rum, and Walleye Run Whiskey, plus a growing canned-cocktail line.

The company monetizes through a hybrid direct-to-consumer and wholesale model. Direct revenue comes from three full-service brewpubs (Holland, Grand Rapids, Battle Creek), three spirits tasting rooms (Saugatuck, South Haven, Grand Haven), a quick-service concept (Pinwheel Kitchen), online DTC sales, full-service catering, and events. Wholesale revenue is generated through retail distribution in 42+ states for Dragon's Milk and 24+ states for spirits via regional partners including Wine Warehouse (California) and Republic National Distributing Company (Oklahoma). A separate services stream — New Holland Beverage Partners — provides contract beverage manufacturing and co-packing for third-party alcoholic and non-alcoholic brands. With roughly 400 team members and self-identification as Michigan's largest independent brewery, New Holland serves a diversified base of craft beverage enthusiasts, brewpub diners, private event clients, and contract-manufacturing brand customers.

Name

New Holland Brewing Company

Legal name

New Holland Brewing Company, LLC

Website

https://newhollandbrew.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

251–500 employees

Short description

New Holland Brewing Company is a privately held craft brewery and distillery founded in 1997 in Holland, Michigan, producing Dragon's Milk bourbon barrel-aged stout and a full spirits portfolio for retail distribution across 42+ states and three brewpubs.

Ownership category

akta.pro rank

Product category

Craft Brewing and Distilling

NAICS

Beverage Manufacturing (3121), Distilleries (312140), Breweries (31212)

SIC

Beverages (2080), Malt Beverages (2082)

akta.pro primary industry

Alcoholic Beverage Brand Owners & Holding Companies (Multi-category Portfolios) (CRADAIAL)

akta.pro secondary industries

Beer Brewing & Brands (CRADAIAA), Spirits Distilling & Brands (CRADAIAC), Spirits/Cocktail Bars Operated by Producers (THAFALAJ)

Keywords

• Craft brewing
• Craft distilling
• Barrel-aged beer
• Small-batch whiskey
• Brewpub restaurant

Headquarters

HQ city

Holland

HQ country

United States

HQ region

North America

Offices8 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Brewpub Food & Beverage Sales: Three full-service restaurants (Holland, Grand Rapids, Battle Creek) generating revenue from food service, on-tap beer, and spirits sales to dine-in customers.
2. Spirits Tasting Room Sales: Three spirits tasting rooms (Saugatuck, South Haven, Grand Haven) generating revenue from cocktails, flights, bottle sales, and canned cocktails.
3. Retail Bottle and Can Sales: Beer and spirits sold in retail stores across 42+ states, including online ordering for out-of-state bourbon and whiskey purchases.
4. Catering & Private Events: Full-service catering for off-site events featuring restaurant-quality service, beer and food pairing stations, custom happy hours with craft beer and handcrafted cocktails.
5. Contract Manufacturing / Co-packing: Tolling fee for manufacturing alcoholic and non-alcoholic beverages (beer, spirits, seltzers, sodas) with minimum runs of 50 barrels. Storage, logistics, and shipping fees also apply.

Pricing tiers

Go-to-market motion3 records

Distribution channels8 records

Marketing channels11 records

Core offering

New Holland Brewing Company crafts and sells a portfolio of craft beers (flagship Dragon's Milk bourbon barrel-aged stout, Lightpoint functional ale, Aquanaut non-alcoholic hop water) and craft spirits (Knickerbocker Gin, Beer Barrel Bourbon, Zeppelin Bend single malt whiskey, Lake Life Vodka, Freshwater Rum, canned cocktails) through three brewpubs, three spirits tasting rooms, retail distribution in 42+ U.S. states, an online store, and contract beverage manufacturing services.

Product overview

New Holland Brewing Company is a craft brewery and distillery offering a portfolio of beer and spirits products through multiple channels. The core beer portfolio includes flagship Dragon's Milk bourbon barrel-aged stout and its Reserve series, Lightpoint functional beer for active pursuits, and seasonal offerings. The spirits lineup features Knickerbocker Gin, Beer Barrel Bourbon, Zeppelin Bend single malt whiskey, Lake Life vodka, and Freshwater rum with various flavored variants. The company operates three brewpubs/restaurants (Holland, Grand Rapids, Battle Creek), three spirits tasting rooms (Saugatuck, South Haven, Grand Haven), and one quick-service restaurant (Pinwheel Kitchen in Grand Haven). Additional services include contract beverage manufacturing through New Holland Beverage Partners and full-service catering.

Differentiator

Problem solved

Functional benefit

Brands

• Dragon's Milk: Flagship bourbon barrel-aged stout beer, also includes Dragon's Milk Reserve series and Origin bourbon portfolio
• Lightpoint
• Aquanaut
• Knickerbocker Gin
• Beer Barrel Bourbon
• Lake Life Vodka
• Freshwater Rum
• Walleye Run Whiskey
• Zeppelin Bend
• Origin
• New Holland Beverage Partners
• Pinwheel Kitchen

Products and services

• Dragon's Milk Bourbon Barrel-Aged Stout Flagship bourbon barrel-aged stout and America's #1 selling bourbon barrel-aged stout; available year-round and in Reserve variants for craft beer enthusiasts.
• Lightpoint Functional White Ale Low-calorie, low-carb functional White Ale with coconut water, orange peel, and raw honey, designed for active pursuits. 86 calories, 2g carbs per 12oz can.
• Aquanaut Non-Alcoholic Sparkling Hop Water Non-alcoholic carbonated hop water infused with hops and mango; sold in 6-pack, 12-pack, and 24-pack configurations with direct-to-door shipping and a 24-pack monthly subscription.
• Lake Life Day Drinks Flavored low-calorie vodka beverages designed for outdoor summer activities; made with natural ingredients and available in multiple Midwest states.
• Canned Cocktails Ready-to-drink canned cocktails (Holland Mule, Blueberry Gin Lemonade, Bourbon and Cola, Rum Punch) at 9% ABV with natural fruit flavors and real cane sugar.
• Knickerbocker Gin Award-winning craft gin available in original, Blueberry, Grapefruit, Garden, Barrel-Aged, Navy Strength, and seasonal infusion variants.
• Beer Barrel Bourbon Flagship bourbon aged in Dragon's Milk barrels; available in flavored variants (Sweet Heat Peach & Chilies, Baked Apple Pie, S'mores) and 101 Proof expression.
• Zeppelin Bend American Single Malt Whiskey 10-year aged American Single Malt Whiskey distilled on the original prohibition-era pot still; available in Sherry, Rum, and Honey Barrel cask finishes.
• Lake Life Vodka Vodka line including original, Raspberry, and flavored infusions (Caramel, Citrus, Jalapeño, Strawberry-Pineapple, Vanilla, Triple Berry).
• Freshwater Rum Craft rum available in original and Coconut variants, with seasonal infusions.
• Walleye Run Whiskey Whiskey line including Malted Rye, Wheat, Single Malt varieties, plus VSB #1 Double Barrel and VSB #2 Cigar Blend.
• Dragon's Milk Bourbon Portfolio (including Origin Small Batch Bourbon) Bourbon portfolio featuring Bottled-in-Bond expressions and Origin Small Batch Bourbon; double gold medal winner at the New York International Spirits Competition.
• New Holland Beverage Partners Contract Manufacturing Contract beverage manufacturing and co-packing for alcoholic and non-alcoholic beverages including beer, spirits, seltzers, sodas, and THC beverages; offers canning, bottling, and high-proof spirits packaging with a 50-barrel minimum run.
• Full Service Catering Full-service catering for off-site events of 15+ guests with restaurant-quality food, craft beer, and artisan spirits; pick-up or drop-off options with 72-hour lead time.
• Brewpub Restaurants (Holland, Grand Rapids, Battle Creek) Three full-service restaurant locations (Holland, Grand Rapids, Battle Creek) featuring craft beer, spirits, and full menus for dine-in guests.
• Spirits Tasting Rooms (Saugatuck, South Haven, Grand Haven) Three spirits-focused tasting rooms (Saugatuck, South Haven, Grand Haven) serving cocktails, flights, and bottles to-go; Saugatuck and Grand Haven also host private events.
• Pinwheel Kitchen Quick-Service Restaurant Quick-service restaurant in Grand Haven serving pepperoni pinwheels, loaded pinwheels, salads, and snacks with house-made sauces; located next to the Grand Haven tasting room.

Quantifiable outcome

• Michigan's largest independent brewery
• +4 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Six partnerships are on record, tiered minor and core.

• Wealthy TheatreminorGTM or Marketing Partner · 1 January 2022Co-presentation of Sleepy Hollow movie screening featuring Ichabod pumpkin ale. Community event partnership with local theatre for themed movie night and brand activation.
• Michigan State ParksminorGTM or Marketing Partner · 1 January 2022Traveling beer dinner series raising funds for Michigan State Parks, Trails and Waterways conservation. In 2019, raised over $27,000 for state parks. Company is also member of Great Lakes Business Network committed to protecting Great Lakes from environmental threats.
• CampspotminorGTM or Marketing Partner · 14 January 2021Joint giveaway promotion offering chance to experience a free Campspot stay (up to $500 value) at campsites across the country along with a New Holland cooler. Part of company's outdoor/lifestyle marketing connecting craft beverages with camping experiences.
• Stovetop RoastersminorStrategic or Co-development Partner · 1 January 2021Collaboration with Stovetop Roasters to produce Dragon's Milk x Stovetop Roasters Bourbon Barrel-Aged Coffee. Green coffee beans from Colombia were aged in freshly emptied bourbon casks and then roasted in small batches, resulting in bold brew with chocolate, sweet oak, and vanilla notes.
• Republic National Distributing Company (RNDC)coreChannel Partner/ Reseller/ Distributor · 24 October 2019RNDC represents New Holland Spirits' brands in Oklahoma for spirits distribution, including Zeppelin Bend whiskey. This partnership continued expansion westward following the California announcement.
• Wine WarehousecoreChannel Partner/ Reseller/ Distributor · 7 October 2019Wine Warehouse serves as New Holland Spirits' representative in California for whiskey products including Beer Barrel Bourbon, Beer Barrel Rye, and Zeppelin Bend American Single Malt. California is New Holland's 23rd state for distribution. Wine Warehouse also distributes the flagship Dragon's Milk beer brand, allowing both brands to be under one roof.

Scale indicators8 records

Recent moves5 records

Broad incumbents

• Sierra Nevada Brewing Co. Chico, California craft pioneer at multi-state, near-national scale with a flagship portfolio (Pale Ale, IPA) and integrated hospitality; a larger, established craft incumbent that competes for the same shelf space and consumer occasions as New Holland.
• Boston Beer Company: Public craft beverage parent (Samuel Adams, Twisted Tea, Dogfish Head, Truly) operating across beer, RTDs, and spirits; a broad incumbent benchmark for multi-category craft beverage strategy and a likely competitive set for New Holland's canned cocktails and spirits.
• New Belgium Brewing Company: Fort Collins, Colorado craft brewery (acquired by Kirin) with Fat Tire and Voodoo Ranger flagships at national scale; comparable as an established craft incumbent competing in the same national off-premise channel.

Direct peers

• Bell's Brewery: Comstock, Michigan craft brewery founded in 1985, known for Two Hearted Ale and Oberon, with multi-state distribution and an integrated Eccentric Café hospitality concept; highly comparable in heritage, Michigan identity, flagship-led growth, and brewpub strategy.
• Dogfish Head Brewery: Milton, Delaware craft brewery with national distribution and an integrated distilling operation (Dogfish Head Distilling); one of the few peers that combines craft beer with spirits under one roof, mirroring New Holland's brewery + distillery model.
• Founders Brewing Co. Grand Rapids, Michigan craft brewery of comparable scale with national distribution of All Day IPA and other year-round and seasonal brands; both operate Michigan-rooted taprooms and a flagship-led packaged portfolio, making it the closest geographic and strategic analog to New Holland.
• Stone Brewing Co. Escondido, California-based craft brewery at national scale with multi-state distribution and hospitality venues; directly comparable on flagship-led packaged portfolio (e.g., IPA-led) and diversified hospitality strategy.
• Lagunitas Brewing Company: Petaluma, California craft brewery at national scale (acquired by Heineken); comparable in operating large-scale craft production, multi-state distribution, and on-premise taprooms.
• Short's Brewing Company: Bellaire, Michigan craft brewery with a brewpub and regional packaged distribution; a smaller but structurally similar operator in the same Michigan craft segment, with comparable hospitality-plus-packaged model.

Emerging players

• Koval Distillery: Chicago-based craft distiller producing whiskey, gin, and other spirits with a small-batch, brand-led approach; useful as a craft distilling analog for New Holland's spirits strategy and Dragon's Milk Bourbon / Zeppelin Bend positioning.

Market position

Strengths5 records

Weaknesses5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/newhollandbrew
• LinkedInlinkedin.com/company/new-holland-brewing-company
• Instagraminstagram.com/newhollandbrew
• TikToktiktok.com/@newhollandbrew
• Xx.com/newhollandbrew

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about New Holland Brewing Company