• We have gone MAD here. -April 9, 2015

    product-madhatter2015
    No kidding – when you first tell someone you’re changing the recipe on your second-oldest and one of your top-selling brands – people look at you like you’re a little bonkers. But as Alice from Wonderland said “Yes. But all the best people are (bonkers).”
    For us – it’s crazier to not listen to the mini-Hatter in our brain that is whispering “Come on, try something new.” It’s nuts to not take advantage of the amazing agriculture and terroir of the fertile soil of our home state. It’s certifiably insane to ignore our adventurous spirit and that same feeling in our guts that told us to start a brewery in 1997.
    The truth is – not everyone is gonna be happy about the changes. Change is hard for us humans. Believe us – we’ve had moments during this process when we thought “Shut up, nagging voice of inspiration. You’re not invited to this party. Go home.” But that’s not how nagging voices work. Damn.
     
    Here’s what the nagging voice had to say:
    • We’ve been working with local farms for a long time now and we think Michigan has seen some of the most exciting agricultural growth in the country (that’s right – we used “agriculture” and “exciting” in the same sentence.) And you know what? We want to feature it in our flagship IPA.
    • We have been a part of developing a unique style – the Midwest IPA. What the heck does that mean? Michigan hops are bright and citrus-forward. Michigan malt is smooth and creamy. The two together? Magic. It’s peppered with the very Midwestern traits of hard work, humility and humor (you don’t make it through a Michigan winter without all three).
    • Mad Hatter is the second beer we ever brewed. Brett was 25-years-old back in 1997. I know more now. We, as a company, know more now. We have more developed palates and we’re gonna be honest – we are never above saying “Huh? Think we could make this even better?” There are no sacred cows.
    • We’ve hidden our inner “Hatter” over the years. We’ve been working hard to ensure quality and consistent products. We also want to build a thriving business and to provide a great place for our people to work and to make sure we’ll be around because those people are depending on us. And hey – we’re getting the hang of this whole business thing and it’s time to dig back into ourselves and feel like artists again. Just like any artist – it’s hard to know if people will like what you pour your heart and soul into, but – that’s not why anyone creates art.
     
    So, you know – there it is. We’re trying something new. We’re going out on a limb. We’re going in big. And we’ll let the chips fall where they may. But we’ll know that we didn’t ignore our gut, our instincts or that pain-in-the-ass-nagging voice – who looks a lot like a crazy dude in a big red hat.
    Sure – this whole experiment might be a little bonkers, but you know, all the very best things we’ve ever done have been a little crazy. So maybe we all are a little mad here.

    Apr 9, 2015
  • WhiskyWeek Chicago is April 6 - April 10 and the New Holland Crew Will Be There!

    glencairn-wwWe're calling it. We survived Winter. Our reward? Whisky Week in Chicago April 6 - 10. Come and celebrate whiskey with us! The New Holland Crew will be hitting the town and celebrating a week of the good stuff at the following places:
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    Apr 6, 2015