Friday, April 25, 2014

New Holland Annual Hatter Days Street Party Set for June 7th

Written by  Paul Starr
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Every year New Holland Brewing Co. goes a little mad as it brews, bottles and releases an entire family of IPA-inspired craft beers and spirits to celebrate their anniversary and the beer that put them on the map – Mad Hatter IPA.
This year will be no different, except this June 7th at their 3rd Annual Hatter Days Street Party, they will also be celebrating their collaboration with local t-shirt phenomenon, Michigan Awesome with the re-branding of – Michigan Awesome Hatter, a pale ale featuring Michigan-grown Cascade hops and barley.

“Hatter Days is like a kick-off for summer. We hit the streets to celebrate our family of IPAs,” says New Holland vice president of retail operations and co-owner, Dave White. “But it’s also an amazing event for all ages that introduces people from all over the Midwest to our community of Holland and all the downtown businesses who are doing great things here.”

The Street Party takes place on College Street (between 8th and 9th streets) on June 7 (3:30p-11p) and continues on at the after party inside (11p-1a). The free event includes live music from bands like the popular STEPDAD and the Soil & the Sun.

Guests will also enjoy the all-day acts from Daredevil Circus, a Beer/Spirits/Cheese Smackdown, Cocktail Expo and food specials. A Stop & Taste area will be created where people can enjoy lounge chairs, lawn games in a technology-free zone supporting the company’s Stop & Taste campaign that encourages everyone to break the rhythm of a life that’s too fast and enjoy the moment in front of them.

“This is a really special time for us,” says New Holland president Brett VanderKamp. “So much collaboration and hard work goes into developing, brewing, bottling, kegging and distributing these brews. It’s a time for us all to celebrate all the time, energy and passion that has gone into our beer, spirits and business. It’s also that time of year when we go a little bonkers like our good friend – the Mad Hatter – an IPA that helped us get where we are today.”

The guests of honor are the seven Hatter Family beers including; Mad Hatter (the patriarch IPA), Imperial Hatter (Imperial IPA), Black Hatter (Black IPA), White Hatter (Belgian-style White Pale Ale), Rye Hatter (Rye IPA), Oak-Aged Hatter (Mad Hatter aged in oak barrels) and the newest member of the family – Michigan Awesome Hatter (IPA made with Michigan-grown hops and barley). Plus the extended spirits family and the beloved Hatter Royale (white whiskey steeped in Centennial hops.)


4:00PM – Street Party kicks off (College St. btwn 8th and 9th Streets); Daredevil Circus acts throughout

4:00PM - Appleseed Collective (Live Music)

4:45PM - Beer/Spirits/Cheese Smackdown* (on Mezzanine or Fairbanks. Tickets $10)

5:30PM - the Soil & the Sun (Live Music)

6:15PM - Cocktail Demo* (on Mezzanine or Fairbanks. Tickets $5)

7:30PM - The Go Rounds (Live Music)

9:15PM - STEPDAD (Live Music)

11:00PM – Street Party ends and After Party inside the pub with music from Rusty's Big Ass Band (Live Music)

*Limited seats available. Tickets for sale now at the Pub. Visit (66 E. 8th Street) or call (616) 355-6422. Or on EventBrite.

About New Holland Brewing Co.

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

New Holland brews and distills at two locations in Holland, Michigan: our production facility on the north side and our Pub & Restaurant in downtown Holland. The restaurant welcomes guests seven days a week and production tours are on Saturday afternoons. We welcome visitors and locals alike, and appreciate the opportunity to share our artisan approach through warm hospitality and enriching education.

With just under 150 employees, New Holland Brewing Co. sells its beer and spirits across a growing regional landscape, while anchored in the upper Midwest. In 2012, our production facility underwent substantial development including the tripling of our brewing capacity through outdoor fermentation, the addition of a centrifuge and the expansion of our Dragon’s Milk cellar. In 2013, the company is expanding its distilling capabilities, renovating the downtown Holland Pub & Restaurant and focusing on the integration of Michigan agriculture; hops, wheat and barley, into several new and existing brands.

Paul Starr

Paul Starr

Paul Starr is the creator of the I'm a Beer Hound and one of the organizer and the driving force behind Art & Craft Beerfest, Lansing Beer Fest, Beerfest at the Ballpark Spring & Fall. When he's not working on Beer Hound he's probably watching the Lions, Tigers or Red Wings. Being a recent new Dad of twins, he doesn't have much extra time these days for mischief.