Bell's Brewery
- Company typePrivate
- Founded1985
- HeadquartersGalesburg, United States
- Headcount251–500
- GTM typeB2C
- OfferingHardware or Manufacturing
Bell's Brewery firmographics
Firmographics- Name
- Bell's Brewery
- Legal name
- New Belgium Brewing Company, Inc.
- Website
- https://bellsbeer.com
- Company type
- Private
- Founded year
- 1985
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Ownership category
- akta.pro rank
Bell's Brewery industry classification
Industry- Product category
- Craft Beer
- NAICS
- Breweries (31212), Drinking Places (Alcoholic Beverages) (72241)
- SIC
- Malt Beverages (2082), Retail-Eating & Drinking Places (5810)
- akta.pro primary industry
- Packaging & Production Breweries (Limited/No On-site Service) (THAFALAB)
Keywords
Where Bell's Brewery is headquartered
LocationHeadquarters
- HQ city
- Galesburg
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Bell's Brewery business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Beer Sales: Bell's generates primary revenue through the sale of packaged and draught craft beers through retail stores, bars, restaurants, and direct-to-consumer sales at their taproom locations.
- Merchandise: The company sells branded merchandise including apparel, wall art, bar gear, and pet swag through its online store.
- On-site Food & Beverage: Revenue from the Eccentric Café which offers eclectic pub grub alongside Bell's beers, with private event bookings for corporate events, weddings, and gatherings.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Packaged Beer (Cans/Bottles) |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels7 records
Bell's Brewery product offering
Product offeringCore offering
Bell's Brewery produces and sells a portfolio of craft beers — including year-round IPAs and ales (Two Hearted IPA, Amber Ale, Kalamazoo Stout, Porter), the Hearted IPA family, wheat ales (Oberon), limited releases (Hopslam, Octoberfest, Christmas Ale, Expedition Stout), and seasonal varieties — distributed across all 50 U.S. states via 200+ wholesalers and sold direct-to-consumer through the Eccentric Café taproom, brewery tours, and an online store for beer and branded merchandise.
Product overview
Bell's Brewery is a craft beer company offering a diverse portfolio of beer products centered around its iconic IPA family and classic styles. The core product line consists of year-round offerings including the flagship Two Hearted IPA (named America's #1 Beer in 2017), the Hearted IPA family (Big Hearted, Hazy Hearted IPA, Light Hearted IPA, Cold Hearted), Amber Ale (the original 1985 beer), Kalamazoo Stout, Porter, Best Brown Ale, Flyover Light Lager, and Lager for the Lakes. Limited time offerings include the celebrated Hopslam Ale Double IPA (launched 2006), Oberon Ale (seasonal wheat ale), Octoberfest, Christmas Ale, Expedition Stout, Special Double Cream Stout, Cherry Stout, and Eclipse. The product portfolio is available through variety packs including the Hearted IPA Variety Pack featuring four Hearted IPAs plus exclusives. Bell's joined New Belgium Brewing in 2022, operating as a division while maintaining its independent spirit and Michigan-based brewing operations in Kalamazoo and Comstock.
Differentiator
Problem solved
Functional benefit
Brands
- Upper Hand Brewery: A sister brewery offering a different line of beers, located in Michigan's Upper Peninsula (Escanaba).
Products and services
- Two Hearted IPA Brewed and dry hopped with 100% Centennial hops; named after fishing waters in Michigan's Upper Peninsula. Bell's flagship year-round American IPA named #1 Beer in America by the American Homebrewers Association in 2017.
- Oberon Ale Iconic seasonal wheat ale brewed with wheat malt, hops, water, and signature house ale yeast; bright orange color with citrusy, smooth, refreshing character. Released annually on Oberon Day in March to mark the start of summer.
- Hopslam Ale — Double IPA Double IPA brewed with six hops varietals and a dollop of honey; among the first Double IPAs to see wide distribution and a seasonal bellwether for Bell's limited releases.
- Citrus Hopslam Double IPA slammed with Citra and Nectaron hops, featuring big notes of orange and grapefruit; modern citrus variant celebrating 20 years of Hopslam.
- Cold Hearted Cold IPA brewed with lager yeast, fermented at cooler temperatures, then cold filtered and dry hopped; combines hop-forward IPA character with clean lager finish.
- Hazy Hearted IPA Hazy IPA with tropical and fruity aromas that finishes smooth; brewed with water, malt, hops, wheat, and oats, available in 6-pk and 12-pk cans.
- Light Hearted IPA Lo-Cal IPA with only 110 calories, brewed with Centennial and Galaxy hops for citrus and pine aromas; offers light-beer calories with craft-beer flavor.
- Big Hearted Imperial IPA featuring citrus and berry hop aromas with slight bitterness; intentional expansion of the Two Hearted legacy into a higher-ABV variant.
- Amber Ale The first beer brewed at Bell's in 1985, known as 'the beer that built the brewery'; toasted and sweet caramel notes balanced with herbal and citrus hop aromas.
- Kalamazoo Stout Smooth, full-bodied stout named after Kalamazoo; offers dark chocolate and freshly roasted coffee aromas balanced with significant hop presence.
- Porter — Robust Porter Award-winning robust porter bridging malty brown ales and heavily roasted stouts; notes of chocolate, coffee, and roasted barley offset with slight hop bitterness.
- Best Brown Ale Well-balanced brown ale bridging the gap between lighter-bodied beers and malty stouts; smooth, toasty beer with hints of cocoa and caramel.
- Flyover Light Lager Light lager grounded in Midwest living, delivering crisp and smooth un-fussy refreshment as a year-round light lager.
- Lager for the Lakes Smooth American Lager with a clean finish; designed to bring summer year-round as a year-round style.
- Oberon Light Ale Light wheat ale with only 99 calories, citrus aromatics, and a mouthwatering finish; notes of fresh orange and citrus peel with light wheat bread balance.
- Eclipse Raspberry Wheat Ale Raspberry Wheat Ale fermented with signature house ale yeast; subtle bright raspberry notes complement the wheat malt for a balanced, easy-drinking refresher.
- Expedition Stout One of the earliest examples of Russian Imperial Stouts in the United States; immensely complex flavors crafted specifically with aging in mind (10.5% ABV), with unlimited shelf life.
- Special Double Cream Stout Velvety, creamy-textured stout brewed with 10 different specialty roasted malts imparting notes of rich mocha and espresso; completely dairy-free.
- Christmas Ale Traditional Scotch Ale rich and malty with notes of caramel and a warm finish; designed to make any occasion festive.
- Cherry Stout Tinted ruby-black stout gaining signature tartness from 100% Montmorency cherries grown in Michigan's Traverse City region; tart cherry counterpoints dark chocolate notes.
- Octoberfest Beer Traditional Märzen lager with rich German malt flavors and crisp hop aromas, spending a full six weeks in fermentation vessels maturing; a fall seasonal festival tradition.
- Hearted IPA Variety Pack Variety pack featuring four Hearted IPAs (Two Hearted, Hazy Hearted, Big Hearted, Light Hearted) plus exclusive SMaSH Hearted (Single Malt and Single Hop) and Change of Heart: New Zealand IPA.
- Eccentric Café Taproom & Private Events Downtown Kalamazoo taproom at the original Bell's brewery offering 20+ Bell's beers on draught, pub food at the café, a beer garden, concert venue, brewery tours, and private event space for corporate events, weddings, and gatherings.
Quantifiable outcome
- Bell's Two Hearted IPA ranked #1 Beer in America by American Homebrewers Association
- +3 more outcomes
Companies that use Bell's Brewery
Customer profileSegments3 records
Ideal customer profiles2 records
Bell's Brewery technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Bell's Brewery partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- New Belgium Brewing CompanycoreBell's joined forces with New Belgium Brewing in early 2022. While Bell's remains independent in many ways, the two iconic breweries are integrating as one company with shared policies, benefits, and programs. Bell's operates as a division of New Belgium, which is owned by Kirin Holdings. Bell's website and terms of service are maintained by New Belgium Brewing Company, Inc.
Scale indicators5 records
Recent moves12 records
Expansion highlights5 records
Bell's Brewery competitors and assessment
Company assessmentDirect peers
- Founders Brewing Co. Michigan-based craft brewery of comparable size with a strong IPA portfolio (All Day IPA, Centennial IPA) and similar national distribution via wholesalers. Closest direct peer on regional heritage, IPA focus, and craft scale.
- New Belgium Brewing: Bell's parent company since 2022 and one of the largest U.S. craft brewers (Fat Tire, Voodoo Ranger). Directly comparable on craft scale, IPA-forward portfolio, and national distribution footprint.
- Sierra Nevada Brewing Co. Iconic craft brewer founded 1979 with national distribution, a strong IPA portfolio (Hazy Little Thing, Pale Ale), and similar commitment to sustainability. Closest peer on national craft scale and brand equity depth.
- Stone Brewing: California-based craft brewer historically famous for its hop-forward IPAs (Ruination, Arrogant Bastard) with comparable national craft scale and a similar emphasis on hop-forward style leadership.
- Dogfish Head Craft Brewery: East Coast craft brewer known for 60 Minute/90 Minute IPAs and experimental limited releases. Similar in scale, innovation cadence, and reliance on a flagship IPA brand family; now part of The Boston Beer Company.
- Lagunitas Brewing Company: Northern California craft brewer known for IPA and Sumpin' Easy, with broad national distribution and ownership under Heineken. Comparable scale and IPA-led brand portfolio.
- Deschutes Brewery: Oregon craft brewer with broad regional-to-national distribution and a strong lineup of IPAs and stouts. Comparable craft scale and similar brand-equity-driven portfolio.
Emerging players
- Three Floyds Brewing: Indiana craft brewer recognized for hop-forward IPAs (Zombie Dust) and barrel-aged stouts. Comparable IPA-focused innovation and Midwest roots, but with smaller geographic footprint.
Regional players
- Short's Brewing Co. Michigan craft brewer with strong local identity and eclectic portfolio. Overlaps with Bell's on Michigan regional market and craft consumer base, but operates primarily within the state.
- SweetWater Brewing Company: Southeast craft brewer (Atlanta) with a national-leaning distribution footprint and strong IPA lineup (IPA, Hazy IPA). Comparable in craft scale but primarily serves the southeastern U.S. market.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Bell's Brewery social profiles
Digital presenceBell's Brewery financial estimates
Financial estimateRevenue estimate
Valuation estimate
Bell's Brewery leadership team
Management profileNumber of profiles
Profiles3 records
Bell's Brewery subsidiaries and ownership
Company hierarchySubsidiaries1 record
Bell's Brewery funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Bell's Brewery M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Bell's Brewery
What does Bell's Brewery do?
Bell's Brewery produces and sells a portfolio of craft beers — including year-round IPAs and ales (Two Hearted IPA, Amber Ale, Kalamazoo Stout, Porter), the Hearted IPA family, wheat ales (Oberon), limited releases (Hopslam, Octoberfest, Christmas Ale, Expedition Stout), and seasonal varieties — distributed across all 50 U.S. states via 200+ wholesalers and sold direct-to-consumer through the Eccentric Café taproom, brewery tours, and an online store for beer and branded merchandise.
Is Bell's Brewery a public or private company?
Bell's Brewery is a private company. It is classified as corporate owned and is currently operating.
When was Bell's Brewery founded?
Bell's Brewery was founded in 1985. It employs 251 to 500 people.
Where is Bell's Brewery based?
Bell's Brewery is headquartered in Galesburg, United States, in the North America region.
How does Bell's Brewery make money?
Three revenue lines are on record. Beer Sales are the primary driver. The others are merchandise and on-site Food & Beverage.
Who are Bell's Brewery's main competitors?
Direct peers on record are Founders Brewing Co., New Belgium Brewing, Sierra Nevada Brewing Co., Stone Brewing, Dogfish Head Craft Brewery, Lagunitas Brewing Company and Deschutes Brewery. Three Floyds Brewing is listed as an emerging player. Regional players are Short's Brewing Co. and SweetWater Brewing Company.
Does Bell's Brewery have an API?
No public API is recorded for Bell's Brewery.
What industry is Bell's Brewery in?
Bell's Brewery's product category is Craft Beer. Its primary akta.pro industry code is THAFALAB, Packaging & Production Breweries (Limited/No On-site Service). Its NAICS code is 31212 and its SIC code is 2082.